Social Media or Website? Research on Online Advertising Type Based on Evolutionary Game

Choosing an online advertising channel to maximize the benefit of advertisement has become a main topic for advertisers. This paper constructs a model to describe an evolution process, which includes attention cost and persuasive knowledge of consumers. The results show that attention cost paid by consumers and the persuasive knowledge activated by advertisements may have an important impact on the evolutionary results. Specifically speaking, the model will eventually restrain to social media channel because of the higher attention cost paid by consumers and lower persuasive knowledge activated by advertisement; on the contrary, the model will eventually restrain to website channel because of the lower attention cost paid by consumers and higher persuasive knowledge activated by advertising. Furthermore, the model also suggests that the browsing probability of channel would adjust the evolutionary results. The reliability of conclusions is further verified by an example.