广告强度管理：广告边际负效用的作用

IF 1.8 4区经济学 Q2 ECONOMICS

Economics Letters Pub Date : 2025-09-01 DOI:10.1016/j.econlet.2025.112580

Cheng Sun

引用次数: 0

摘要

利用垄断框架，本研究发现，在免费增值模式中，较高的分散导致了倒u型广告强度，但在广告资助模式中，分散导致了广告强度的增加，其中广告和付费市场之间的相互作用起着至关重要的作用。

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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Managing the advertising intensity: The role of the marginal disutility from advertising

Using a monopolistic framework, this study finds higher dispersion induces an inverted U-shaped advertising intensity in the Freemium model, but an increasing one in the ad-funded model—with the interaction between the advertising and premium markets playing a crucial role.

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来源期刊

Economics Letters ECONOMICS-

CiteScore

3.20

自引率

5.00%

发文量

348

审稿时长

30 days

期刊介绍： Many economists today are concerned by the proliferation of journals and the concomitant labyrinth of research to be conquered in order to reach the specific information they require. To combat this tendency, Economics Letters has been conceived and designed outside the realm of the traditional economics journal. As a Letters Journal, it consists of concise communications (letters) that provide a means of rapid and efficient dissemination of new results, models and methods in all fields of economic research.