Abstract

http://ssrn.com/abstract=1739294
 
 

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Direct Marketing to a Network of Consumers


James David Campbell


University of Toronto - Joseph L. Rotman School of Management - Business Economics

December 18, 2011


Abstract:     
This paper considers duopolistic firms targeting informative messages to consumers who share information locally with their neighbors in the network graph. A monopolist targets efficiently by sending messages to a parsimonious set of nodes that leave the whole population informed either directly or by word-of-mouth. A duopolist faces a tradeoff between this efficient targeting and possible preemption by a competitor's message. Under gentle price competition, duopolists saturate the network when sending messages is cheap, and target sets similar to the monopolist's when sending messages is costly. Under fierce price competition, duopolists' messages divide the network in an intermingled patchwork segmentation.

Number of Pages in PDF File: 26

Keywords: word-of-mouth, oligopoly, social networks, direct marketing

JEL Classification: D83, D85, L13, M31

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Date posted: January 14, 2011 ; Last revised: December 19, 2011

Suggested Citation

Campbell, James David, Direct Marketing to a Network of Consumers (December 18, 2011). Available at SSRN: http://ssrn.com/abstract=1739294 or http://dx.doi.org/10.2139/ssrn.1739294

Contact Information

James David Campbell (Contact Author)
University of Toronto - Joseph L. Rotman School of Management - Business Economics ( email )
Toronto, Ontario M5S 3E6
Canada
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