两家社交媒体公司合并后，这两个平台是否应该继续运营？

IF 2.7 3区经济学 Q2 ECONOMICS

Managerial and Decision Economics Pub Date : 2025-02-18 DOI:10.1002/mde.4508

Soumya Kanta Mishra, Sumit Sarkar, Apratim Guha

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引用次数: 0

摘要

当两家社交媒体平台企业合并时，对合并后的实体来说，一个关键的决定是是否让两个平台都保持运营。我们调查了用户定位、平台的用户基础和广告客户基础在决策中的作用。这些平台的唯一收入来源是向广告商收取的平台广告费用。不同的广告主群体有不同的平台偏好。主要结果表明，当所有用户都是单一家庭（多家庭）时，合并的收益更多地来自于保持一个（两个）平台的运行。如果用户单一，合并是福利增加。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Should Both Platforms Be Kept Operational After a Merger of Two Social Media Businesses?

When two social media platform businesses merge, a critical decision for the merged entity is whether to keep both platforms operational. We investigate the role of user-homing and the platforms' user bases and advertiser bases in the decision. The only source of revenue for the platforms is the fees charged to the advertisers for advertising on the platforms. Different groups of advertisers have different platform preferences. The main results show that when all users single-home (multihome), the gain from the merger is more from keeping one (both) platform operational. A merger is welfare increasing if the users single-home.

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来源期刊

Managerial and Decision Economics Multiple-

CiteScore

1.40

自引率

18.20%

发文量

242

期刊介绍： Managerial and Decision Economics will publish articles applying economic reasoning to managerial decision-making and management strategy.Management strategy concerns practical decisions that managers face about how to compete, how to succeed, and how to organize to achieve their goals. Economic thinking and analysis provides a critical foundation for strategic decision-making across a variety of dimensions. For example, economic insights may help in determining which activities to outsource and which to perfom internally. They can help unravel questions regarding what drives performance differences among firms and what allows these differences to persist. They can contribute to an appreciation of how industries, organizations, and capabilities evolve.