IDEAS home Printed from https://ideas.repec.org/a/spr/operea/v23y2023i2d10.1007_s12351-023-00768-8.html
   My bibliography  Save this article

Optimal strategies of social commerce platforms in the context of forwarding and bargaining

Author

Listed:
  • Xu Chen

    (South China University of Technology)

  • Yingliang Wu

    (South China University of Technology
    South China University of Technology)

  • Rujie Zhong

    (University of Edinburgh)

Abstract

“Forwarding and bargaining” is a new marketing pattern in social commerce that fully utilizes consumers’ social relationships and offers an alternative for enterprises struggling with traditional e-commerce platforms. In this paper, we assume a Stackelberg game model between a social commerce platform and an e-commerce enterprise to investigate their strategy changes in four scenarios under the forwarding and bargaining context. Our results show that (1) platforms in the early-mid stage tend to adopt a subsidy strategy to obtain massive user and traffic benefits; (2) for enterprises operating high-quality but low-added-value products, it is unnecessary to join a developed social commerce platform; (3) platforms as direct beneficiaries can always gain more profits than can enterprises from increased traffic benefits; and (4) platforms desire to reduce the forwarding cost, whereas enterprises favour maintaining a higher one.

Suggested Citation

  • Xu Chen & Yingliang Wu & Rujie Zhong, 2023. "Optimal strategies of social commerce platforms in the context of forwarding and bargaining," Operational Research, Springer, vol. 23(2), pages 1-28, June.
    • Handle: RePEc:spr:operea:v:23:y:2023:i:2:d:10.1007_s12351-023-00768-8
    DOI: 10.1007/s12351-023-00768-8
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12351-023-00768-8
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12351-023-00768-8?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Reza-Gharehbagh, Raziyeh & Asian, Sobhan & Hafezalkotob, Ashkan & Wei, Chen, 2021. "Reframing supply chain finance in an era of reglobalization: On the value of multi-sided crowdfunding platforms," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 149(C).
    2. Haoyan Sun & Ming Fan & Yong Tan, 2020. "An Empirical Analysis of Seller Advertising Strategies in an Online Marketplace," Information Systems Research, INFORMS, vol. 31(1), pages 37-56, March.
    3. Qi Wang & Yunxia Mao & Ji Zhu & Xiaohang Zhang, 2018. "Receiver responses to referral reward programs in social networks," Electronic Commerce Research, Springer, vol. 18(3), pages 563-585, September.
    4. Wu Zhao & AnQi Wang & Yun Chen, 2019. "How to Maintain the Sustainable Development of a Business Platform: A Case Study of Pinduoduo Social Commerce Platform in China," Sustainability, MDPI, vol. 11(22), pages 1-26, November.
    5. Erbao Cao & He Li, 2020. "Group buying and consumer referral on a social network," Electronic Commerce Research, Springer, vol. 20(1), pages 21-52, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Khouja, Moutaz & Hammami, Ramzi, 2023. "Optimizing price, order quantity, and return policy in the presence of consumer opportunistic behavior for online retailers," European Journal of Operational Research, Elsevier, vol. 309(2), pages 683-703.
    2. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    3. Sun, Shuxiao & Hua, Shengya & Liu, Zhongyi, 2024. "Navigating default risk in supply chain finance: Guidelines based on trade credit and equity vendor financing," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 182(C).
    4. Zhang, Wen & Yan, Shaoshan & Li, Jian & Tian, Xin & Yoshida, Taketoshi, 2022. "Credit risk prediction of SMEs in supply chain finance by fusing demographic and behavioral data," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 158(C).
    5. Lifeng Mu & Xin Tang & Vijayan Sugumaran & Wei Xu & Xiangyang Sun, 2023. "Optimal rebate strategy for an online retailer with a cashback platform: commission-driven or marketing-based?," Electronic Commerce Research, Springer, vol. 23(1), pages 475-510, March.
    6. Hsi-Peng Lu & Yi-Hsiu Cheng, 2020. "Sustainability in Online Video Hosting Services: The Effects of Serendipity and Flow Experience on Prolonged Usage Time," Sustainability, MDPI, vol. 12(3), pages 1-20, February.
    7. Alison Watts, 2021. "Fairness and Efficiency in Online Advertising Mechanisms," Games, MDPI, vol. 12(2), pages 1-11, April.
    8. Jiang, Zhong-Zhong & Feng, Guangqi & Yi, Zelong & Lu, Weida, 2022. "Raising funds through crowdfunding for a capital-constrained servicing manufacturer," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
    9. Peng Liu & Rong Zhang & Bin Liu, 2023. "Information sharing under agency selling in an e-commerce supply chain with competing OEMs," Operational Research, Springer, vol. 23(3), pages 1-27, September.
    10. Zhong, Yuanguang & Yang, Tong & Zillmann, Stefan & Cao, Bin, 2022. "The role of government regulatory policies in financing capital-constrained retailers under competition," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 157(C).
    11. Yu-Kai Lin & Arun Rai & Yukun Yang, 2022. "Information Control for Creator Brand Management in Subscription-Based Crowdfunding," Information Systems Research, INFORMS, vol. 33(3), pages 846-866, September.
    12. Junhai Wang, 2021. "Impact of mobile payment on e-commerce operations in different business scenarios under cloud computing environment," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 12(4), pages 776-789, August.
    13. Shumei Wang & Yaoqun Xu, 2022. "Complex Network-Based Evolutionary Game for Knowledge Transfer of Social E-Commerce Platform Enterprise’s Operation Team under Strategy Imitation Preferences," Sustainability, MDPI, vol. 14(22), pages 1-34, November.
    14. Evgheni Croitor & Dominick Werner & Martin Adam & Alexander Benlian, 2022. "Opposing effects of input control and clan control for sellers on e-marketplace platforms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 201-216, March.
    15. Siddharth Bhattacharya & Jing Gong & Sunil Wattal, 2022. "Competitive Poaching in Search Advertising: Two Randomized Field Experiments," Information Systems Research, INFORMS, vol. 33(2), pages 599-619, June.
    16. Niu, Baozhuang & Yu, Xinhu & Li, Qiyang & Wang, Yulan, 2023. "Gains and Losses of Key Opinion Leaders’ Product Promotion in Livestream E-commerce," Omega, Elsevier, vol. 117(C).
    17. Li, Guo & Li, Xiaochuan & Zheng, Hong, 2023. "Discount preannouncement in the digital supply chain era," International Journal of Production Economics, Elsevier, vol. 258(C).
    18. Reza-Gharehbagh, Raziyeh & Hafezalkotob, Ashkan & Makui, Ahmad & Sayadi, Mohammad Kazem, 2022. "Financing green technology development and role of digital platforms: Insourcing vs. outsourcing," Technology in Society, Elsevier, vol. 69(C).
    19. Fink, Alexander A. & Klöckner, Maximilian & Räder, Tobias & Wagner, Stephan M., 2022. "Supply chain management accelerators: Types, objectives, and key design features," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
    20. A. Hafezalkotob & S. Arisian & Raziyeh Reza-Gharehbagh & L. Nersesian, 2023. "Joint Impact of CSR Policy and Market Structure on Environmental Sustainability in Supply Chains," Post-Print hal-04435514, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:operea:v:23:y:2023:i:2:d:10.1007_s12351-023-00768-8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.