SOCIAL MEDIA, NETWORKING SOFTWARE, AND CREATIVE DIGITAL MARKETING
SOCIAL MEDIA, NETWORKING SOFTWARE, AND CREATIVE DIGITAL MARKETING

Summary/Abstract: This paper seeks to fill a gap in the current literature by examining interactional dimensions of social networks, the advancement and popularity of online social networks, and the booming growth of online social media demand. Madden and Smith examine the everyday choices that internet users make about communicating their identity to the world. Shih contends that online social networking encourages entrepreneurial networks and maximizes social capital. Hartline et al. discuss influence models, valid selling strategies and upper bounds on the maximum revenue that a seller can make, call the marketing strategy that optimizes revenue the optimal marketing strategy, and derive an upper bound on the revenue of the optimal marketing strategy in terms of certain player specific revenue functions.

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