Sustaining Marketer-Consumer Cooperation through Coordination Games

Eric Anderson ()

Chapter Chapter 5 in Social Media Marketing, 2010, pp 71-85 from Springer

Abstract: Abstract Previous chapters have demonstrated that both marketers and consumers would choose more cooperative strategies if they could sustain and coordinate them. Coordination game concepts can be used to analyze this potential. Disarmament agreements in the Cold War exemplify coordination games at work; both sides have a built-in incentive to cooperate, but they must provide reassurances to the other side in order for the agreement to be trusted. The concept of the stag hunt, in which hunters reap richer rewards by coordinating their actions, describes some of the opportunities available in social media. My own concepts of the “exposed flank” strategyand the “neutral ground” strategy describe methods used effectively by marketersto signal and sustain cooperation with consumers in social media marketing.

Keywords: Nash Equilibrium; Social Medium; Social Network Site; Coordination Game; Humpback Whale (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-13299-5_5

Ordering information: This item can be ordered from
http://www.springer.com/9783642132995

DOI: 10.1007/978-3-642-13299-5_5

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().