Advertising strategies for peer-supported content services

Yung Ming Li, Hsu Chia Chang, Jhih Hua Jhang-Li

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


In this research, we analyze advertising strategies adopted by the platform offering peer-supported services and pricing decisions made by the platform offering firm-supported services. The firm-supported service means the traditional online service, whereas the peer-supported service is a novel business model of offering digital goods and services that partly or completely relies on self-organizing communities of individuals who aggregate together to produce a shared outcome. We develop an analytical model in which two service providers implement different business models and further consider whether the peer-supported service should introduce other upstream firms' content to enhance its service quality.

Original languageEnglish
Title of host publicationProceedings of the 11th International Conference on Electronic Commerce, ICEC 2009
Number of pages4
StatePublished - 2009
Event11th International Conference on Electronic Commerce, ICEC 2009 - Taipei, Taiwan
Duration: 12 Aug 200915 Aug 2009

Publication series

NameACM International Conference Proceeding Series


Conference11th International Conference on Electronic Commerce, ICEC 2009


  • Display ads
  • Firm-supported service
  • Licenses fees
  • Peer-supported service
  • Pre-roll ads
  • Subscription fees


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