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Crowdfunding is gradually becoming a modern marketing pattern. By noting that the success of crowdfunding depends on network externalities, our research aims to utilize these network externalities to provide an applicable referral mechanism in a crowdfunding-based marketing pattern. In the context of network externalities, measuring the value of leading customers is chosen as the key to coping with the research problem, as the leading customers are considered to be critical in forming a referral network. Accordingly, two sequential-move game models (i.e., the basic model and the extended model) were established to measure the value of leading customers, and a matrix transformation process was adopted to solve the model by transforming a complicated multisequence game into a simple simultaneous-move game. Based on the defined value of leading customers, a network-based referral mechanism was proposed that explores exactly how many awards should be allocated along the customer sequence to encourage the leading customers to provide a successful recommendation, and this demonstrates two general rules of awarding the referrals in our model setting. Moreover, the proposed solution approach helps to deepen the understanding of the effect of the leading position, which is meaningful for designing a greater number of referral approaches.
This article was published in the following journal.
Name: PloS one
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Application of marketing principles and techniques to maximize the use of health care resources.
Use of marketing principles also used to sell products to consumers to promote ideas, attitudes and behaviors. Design and use of programs seeking to increase the acceptance of a social idea or practice by target groups, not for the benefit of the marketer, but to benefit the target audience and the general society.
An establishment where meals are cooked, sold and served to customers.
The analysis of a critical number of sensory stimuli or facts (the pattern) by physiological processes such as vision (PATTERN RECOGNITION, VISUAL), touch, or hearing.
Analysis based on the mathematical function first formulated by Jean-Baptiste-Joseph Fourier in 1807. The function, known as the Fourier transform, describes the sinusoidal pattern of any fluctuating pattern in the physical world in terms of its amplitude and its phase. It has broad applications in biomedicine, e.g., analysis of the x-ray crystallography data pivotal in identifying the double helical nature of DNA and in analysis of other molecules, including viruses, and the modified back-projection algorithm universally used in computerized tomography imaging, etc. (From Segen, The Dictionary of Modern Medicine, 1992)