A monopoly pricing model for diffusion maximization based on heterogeneous nodes and negative network externalities (Case study: A novel product)

Abstract

Social networks can provide sellers across the world with invaluable information about the structure of possible influences among different members of a network, whether positive or negative, and can be used to maximize diffusion in the network. Here, a novel mathematical monopoly product pricing model is introduced for maximization of market share in noncompetitive environment. In the proposed model, a customer's decision to buy a product is not only based on the price, quality and need time for the product but also on the positive and negative influences of his/her neighbors. Therefore, customers are considered heterogeneous and a referral bonus is granted to every customer whose neighbors also buy the product. Here, the degree of influence is directly related to the intensity of the customers' relationships. Finally, using the proposed model for a real case study, the optimal policy for product sales that is the ratio of product sale price in comparison with its cost and also the optimal amounts of referral bonus per customer is achieved.