{"id":"https://openalex.org/W4224262258","doi":"https://doi.org/10.1051/ro/2022053","title":"Optimal marketing channel and strategy in social commerce","display_name":"Optimal marketing channel and strategy in social commerce","publication_year":2022,"publication_date":"2022-04-20","ids":{"openalex":"https://openalex.org/W4224262258","doi":"https://doi.org/10.1051/ro/2022053"},"language":"en","primary_location":{"id":"doi:10.1051/ro/2022053","is_oa":true,"landing_page_url":"https://doi.org/10.1051/ro/2022053","pdf_url":"https://www.rairo-ro.org/articles/ro/pdf/2022/03/ro210352.pdf","source":{"id":"https://openalex.org/S4393919633","display_name":"RAIRO. Operations research","issn_l":"2804-7303","issn":["2804-7303"],"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"RAIRO - Operations Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://www.rairo-ro.org/articles/ro/pdf/2022/03/ro210352.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5101715321","display_name":"Xu Chen","orcid":"https://orcid.org/0009-0008-2210-3875"},"institutions":[{"id":"https://openalex.org/I90610280","display_name":"South China University of Technology","ror":"https://ror.org/0530pts50","country_code":"CN","type":"education","lineage":["https://openalex.org/I90610280"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xu Chen","raw_affiliation_strings":["Department of Electronic Business, South China University of Technology, Guangzhou Higher Education Mega Center, Guangzhou 510006, P.R. China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Electronic Business, South China University of Technology, Guangzhou Higher Education Mega Center, Guangzhou 510006, P.R. China","institution_ids":["https://openalex.org/I90610280"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5058468394","display_name":"Yingliang Wu","orcid":"https://orcid.org/0000-0003-0248-7900"},"institutions":[{"id":"https://openalex.org/I90610280","display_name":"South China University of Technology","ror":"https://ror.org/0530pts50","country_code":"CN","type":"education","lineage":["https://openalex.org/I90610280"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yingliang Wu","raw_affiliation_strings":["Department of Electronic Business, South China University of Technology, Guangzhou Higher Education Mega Center, Guangzhou 510006, P.R. China","Institute of Digital Business and Intelligent Logistics, South China University of Technology, Guangzhou Higher Education Mega Center, Guangzhou 510006, P.R. China"],"raw_orcid":"https://orcid.org/0000-0003-0248-7900","affiliations":[{"raw_affiliation_string":"Department of Electronic Business, South China University of Technology, Guangzhou Higher Education Mega Center, Guangzhou 510006, P.R. China","institution_ids":["https://openalex.org/I90610280"]},{"raw_affiliation_string":"Institute of Digital Business and Intelligent Logistics, South China University of Technology, Guangzhou Higher Education Mega Center, Guangzhou 510006, P.R. China","institution_ids":["https://openalex.org/I90610280"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5028489086","display_name":"Rujie Zhong","orcid":"https://orcid.org/0000-0003-2590-4607"},"institutions":[{"id":"https://openalex.org/I98677209","display_name":"University of Edinburgh","ror":"https://ror.org/01nrxwf90","country_code":"GB","type":"education","lineage":["https://openalex.org/I98677209"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Rujie Zhong","raw_affiliation_strings":["School of Informatics, University of Edinburgh, Edinburgh EH8 9LE, UK"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Informatics, University of Edinburgh, Edinburgh EH8 9LE, UK","institution_ids":["https://openalex.org/I98677209"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":3,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.7754,"has_fulltext":true,"cited_by_count":7,"citation_normalized_percentile":{"value":0.91122649,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":90,"max":97},"biblio":{"volume":"56","issue":"3","first_page":"1203","last_page":"1221"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9987999796867371,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9987999796867371,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9932000041007996,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12659","display_name":"Innovation Diffusion and Forecasting","score":0.9919999837875366,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/karush\u2013kuhn\u2013tucker-conditions","display_name":"Karush\u2013Kuhn\u2013Tucker conditions","score":0.7032627463340759},{"id":"https://openalex.org/keywords/social-commerce","display_name":"Social commerce","score":0.6212891936302185},{"id":"https://openalex.org/keywords/profit","display_name":"Profit (economics)","score":0.5877231359481812},{"id":"https://openalex.org/keywords/channel","display_name":"Channel (broadcasting)","score":0.5768855810165405},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.532781720161438},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.5187842845916748},{"id":"https://openalex.org/keywords/e-commerce","display_name":"E-commerce","score":0.5119746923446655},{"id":"https://openalex.org/keywords/product","display_name":"Product (mathematics)","score":0.509236216545105},{"id":"https://openalex.org/keywords/marketing-channel","display_name":"Marketing channel","score":0.4962847828865051},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"Marketing strategy","score":0.42963898181915283},{"id":"https://openalex.org/keywords/value","display_name":"Value (mathematics)","score":0.4221354126930237},{"id":"https://openalex.org/keywords/construct","display_name":"Construct (python library)","score":0.4144879877567291},{"id":"https://openalex.org/keywords/social-media","display_name":"Social media","score":0.3550388514995575},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.1987634003162384},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.1936173141002655},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.18287000060081482},{"id":"https://openalex.org/keywords/telecommunications","display_name":"Telecommunications","score":0.08231878280639648},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.07812616229057312}],"concepts":[{"id":"https://openalex.org/C50454189","wikidata":"https://www.wikidata.org/wiki/Q2075125","display_name":"Karush\u2013Kuhn\u2013Tucker conditions","level":2,"score":0.7032627463340759},{"id":"https://openalex.org/C2987325470","wikidata":"https://www.wikidata.org/wiki/Q327627","display_name":"Social commerce","level":3,"score":0.6212891936302185},{"id":"https://openalex.org/C181622380","wikidata":"https://www.wikidata.org/wiki/Q26911","display_name":"Profit (economics)","level":2,"score":0.5877231359481812},{"id":"https://openalex.org/C127162648","wikidata":"https://www.wikidata.org/wiki/Q16858953","display_name":"Channel (broadcasting)","level":2,"score":0.5768855810165405},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.532781720161438},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5187842845916748},{"id":"https://openalex.org/C78597825","wikidata":"https://www.wikidata.org/wiki/Q484847","display_name":"E-commerce","level":2,"score":0.5119746923446655},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.509236216545105},{"id":"https://openalex.org/C2776094799","wikidata":"https://www.wikidata.org/wiki/Q6576947","display_name":"Marketing channel","level":2,"score":0.4962847828865051},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.42963898181915283},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.4221354126930237},{"id":"https://openalex.org/C2780801425","wikidata":"https://www.wikidata.org/wiki/Q5164392","display_name":"Construct (python library)","level":2,"score":0.4144879877567291},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.3550388514995575},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.1987634003162384},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.1936173141002655},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.18287000060081482},{"id":"https://openalex.org/C76155785","wikidata":"https://www.wikidata.org/wiki/Q418","display_name":"Telecommunications","level":1,"score":0.08231878280639648},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.07812616229057312},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C126255220","wikidata":"https://www.wikidata.org/wiki/Q141495","display_name":"Mathematical optimization","level":1,"score":0.0},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.1051/ro/2022053","is_oa":true,"landing_page_url":"https://doi.org/10.1051/ro/2022053","pdf_url":"https://www.rairo-ro.org/articles/ro/pdf/2022/03/ro210352.pdf","source":{"id":"https://openalex.org/S4393919633","display_name":"RAIRO. Operations research","issn_l":"2804-7303","issn":["2804-7303"],"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"RAIRO - Operations Research","raw_type":"journal-article"},{"id":"pmh:oai:edpsciences.org:dkey/10.1051/ro/2022053","is_oa":false,"landing_page_url":"https://www.rairo-ro.org/10.1051/ro/2022053/pdf","pdf_url":null,"source":{"id":"https://openalex.org/S4306400744","display_name":"Springer Link (Chiba Institute of Technology)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I8488066","host_organization_name":"Chiba Institute of Technology","host_organization_lineage":["https://openalex.org/I8488066"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"https://doi.org/10.1051/ro/2022053","raw_type":"Text"},{"id":"pmh:oai:numdam.org:RO_2022__56_3_1203_0","is_oa":false,"landing_page_url":"https://www.numdam.org/articles/10.1051/ro/2022053/","pdf_url":null,"source":{"id":"https://openalex.org/S4306402264","display_name":"French digital mathematics library (Numdam)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I70900168","host_organization_name":"Universit\u00e9 Savoie Mont Blanc","host_organization_lineage":["https://openalex.org/I70900168"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Text"}],"best_oa_location":{"id":"doi:10.1051/ro/2022053","is_oa":true,"landing_page_url":"https://doi.org/10.1051/ro/2022053","pdf_url":"https://www.rairo-ro.org/articles/ro/pdf/2022/03/ro210352.pdf","source":{"id":"https://openalex.org/S4393919633","display_name":"RAIRO. Operations research","issn_l":"2804-7303","issn":["2804-7303"],"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"RAIRO - Operations Research","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/16","display_name":"Peace, Justice and strong institutions","score":0.41999998688697815}],"awards":[{"id":"https://openalex.org/G21205488","display_name":null,"funder_award_id":"18BGL110","funder_id":"https://openalex.org/F4320327557","funder_display_name":"National Office for Philosophy and Social Sciences"},{"id":"https://openalex.org/G3915875236","display_name":null,"funder_award_id":"20FGLB034","funder_id":"https://openalex.org/F4320327557","funder_display_name":"National Office for Philosophy and Social Sciences"},{"id":"https://openalex.org/G4979051816","display_name":null,"funder_award_id":"2020A1515010830","funder_id":"https://openalex.org/F4320321921","funder_display_name":"Natural Science Foundation of Guangdong Province"}],"funders":[{"id":"https://openalex.org/F4320321921","display_name":"Natural Science Foundation of Guangdong Province","ror":null},{"id":"https://openalex.org/F4320327557","display_name":"National Office for Philosophy and Social Sciences","ror":"https://ror.org/04m0ms912"}],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4224262258.pdf","grobid_xml":"https://content.openalex.org/works/W4224262258.grobid-xml"},"referenced_works_count":33,"referenced_works":["https://openalex.org/W1942119976","https://openalex.org/W2026052100","https://openalex.org/W2029092283","https://openalex.org/W2098268497","https://openalex.org/W2481426478","https://openalex.org/W2583722650","https://openalex.org/W2737765255","https://openalex.org/W2759930389","https://openalex.org/W2768352377","https://openalex.org/W2772580377","https://openalex.org/W2773945955","https://openalex.org/W2781907481","https://openalex.org/W2791001705","https://openalex.org/W2804938766","https://openalex.org/W2866872398","https://openalex.org/W2893710836","https://openalex.org/W2896771655","https://openalex.org/W2898162089","https://openalex.org/W2909317247","https://openalex.org/W2910175348","https://openalex.org/W2915350580","https://openalex.org/W2921539309","https://openalex.org/W2932715516","https://openalex.org/W2947664599","https://openalex.org/W3000045891","https://openalex.org/W3000230715","https://openalex.org/W3004613355","https://openalex.org/W3008054974","https://openalex.org/W3092759753","https://openalex.org/W3118990887","https://openalex.org/W3127106390","https://openalex.org/W3130179069","https://openalex.org/W3136846713"],"related_works":["https://openalex.org/W2155858901","https://openalex.org/W4382519099","https://openalex.org/W1515727993","https://openalex.org/W2037179686","https://openalex.org/W2176947140","https://openalex.org/W2085074295","https://openalex.org/W2943099037","https://openalex.org/W2322002941","https://openalex.org/W4386802003","https://openalex.org/W2278542586"],"abstract_inverted_index":{"This":[0],"paper":[1],"aims":[2],"to":[3],"explore":[4],"the":[5,25,36,64,75,81,84,117,121,127],"optimal":[6,65],"marketing":[7,47,94,129],"channel":[8,72,119,130],"of":[9,32,44,67,83],"e-commerce":[10,33,38,68,106,133],"enterprises":[11,34,69,107],"with":[12,108],"various":[13],"consumer":[14,26,110],"base":[15,111],"size":[16,112],"and":[17,41,55,79,97,113],"product":[18,115],"added-value":[19],"in":[20],"social":[21,45,92],"commerce.":[22],"By":[23],"characterizing":[24],"utility,":[27],"we":[28,62],"construct":[29],"decision-making":[30],"models":[31],"under":[35],"traditional":[37],"platform":[39,51],"(TECP)":[40],"two":[42],"kinds":[43],"commerce":[46,93],"channels":[48,95],"involving":[49],"\u201ce-commerce":[50],"+":[52,58],"social\u201d":[53],"(ECPS)":[54],"\u201csocial":[56],"media":[57],"business\u2019":[59],"(SMB).":[60],"Then,":[61],"obtain":[63],"strategy":[66],"for":[70,131],"each":[71],"by":[73,86],"using":[74],"Karush\u2013Kuhn\u2013Tucker":[76],"(KKT)":[77],"conditions,":[78],"verify":[80],"effectiveness":[82],"corollaries":[85],"numerical":[87],"simulation.":[88],"Results":[89],"find":[90],"that":[91],"(ECPS":[96],"SMB)":[98],"are":[99],"not":[100],"necessarily":[101],"better":[102],"than":[103],"TECP.":[104],"For":[105],"low":[109,114],"added-value,":[116],"TECP":[118],"offers":[120],"largest":[122],"profit.":[123],"Besides,":[124],"SMB":[125],"is":[126],"preferred":[128],"most":[132],"enterprises.":[134]},"counts_by_year":[{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":1}],"updated_date":"2026-06-11T09:08:48.828518","created_date":"2025-10-10T00:00:00"}