Contributions to social marketing strategies

Anthropology's Contributions to Marketing

Social marketing communication in a multicultural environment: Practical issues and theoretical contributions from cross-cultural marketing

Social marketing communication (social marcom) campaign production can be more challenging when the audience includes individuals from ‘culturally and linguistically diverse’ (CALD) communities. Additional issues such as culturally related values, practices, and attitudes need consideration. Normally, social marcoms campaigns for CALD audiences involve directly translating mainstream campaign m...

Internet Marketing Strategies

The use of the Internet has increased in recent years remarkably. Companies employ the World Wide Web (WWW) to gather, disseminate and interchange information with actual and potential customers, and then Internet Technology seems to be served and applied as a strategic tool and affects strategies and practices of a firm such as Porter's competitive strategies. Many research findings confirm an...

Pricing Strategies for Viral Marketing on Social Networks

We study the use of viral marketing strategies on social networks that seek to maximize revenue from the sale of a single product. We propose a model in which the decision of a buyer to buy the product is influenced by friends that own the product and the price at which the product is offered. The influence model we analyze is quite general, naturally extending both the Linear Threshold model a...

Near Optimal Strategies for Targeted Marketing in Social Networks

In this paper, we address the problem of Targeted Influence Maximization (TIM) through a social network. Often companies want to promote their products to certain type of customers as opposed to targeting the entire social network. That is, there is a need to maximize influence over a targeted audience in the network. Towards this end, we present a novel objective function for the targeted infl...