How much is your personal recommendation worth?
Dütting P, Henzinger MH, Weber I. 2010. How much is your personal recommendation worth? Proceedings of the 19th international conference on World wide web . WWW: International Conference on World Wide Web, 1085–1086.
Download
No fulltext has been uploaded. References only!
Conference Paper
| Published
| English
Scopus indexed
Author
Dütting, Paul;
Henzinger, MonikaISTA ;
Weber, Ingmar
Abstract
Suppose you buy a new laptop and, simply because you like it so much, you recommend it to friends, encouraging them to purchase it as well. What would be an adequate price for the vendor of the laptop to pay for your recommendation?
Personal recommendations like this are of considerable commercial interest, but unlike in sponsored search auctions there can be no truthful prices. Despite this "lack of truthfulness" the vendor of the product might still decide to pay you for recommendation e.g. because she wants to (i) provide you with an additional incentive to actually recommend her or to (ii) increase your satisfaction and/or brand loyalty. This leads us to investigate a pricing scheme based on the Shapley value [5] that satisfies certain "axioms of fairness". We find that it is vulnerable to manipulations and show how to overcome these difficulties using the anonymity-proof Shapley value of [4].
Publishing Year
Date Published
2010-04-01
Proceedings Title
Proceedings of the 19th international conference on World wide web
Publisher
Association for Computing Machinery
Page
1085-1086
Conference
WWW: International Conference on World Wide Web
Conference Location
Raleigh, NC, United States
Conference Date
2010-04-26 – 2010-04-30
ISBN
IST-REx-ID
Cite this
Dütting P, Henzinger MH, Weber I. How much is your personal recommendation worth? In: Proceedings of the 19th International Conference on World Wide Web . Association for Computing Machinery; 2010:1085-1086. doi:10.1145/1772690.1772816
Dütting, P., Henzinger, M. H., & Weber, I. (2010). How much is your personal recommendation worth? In Proceedings of the 19th international conference on World wide web (pp. 1085–1086). Raleigh, NC, United States: Association for Computing Machinery. https://doi.org/10.1145/1772690.1772816
Dütting, Paul, Monika H Henzinger, and Ingmar Weber. “How Much Is Your Personal Recommendation Worth?” In Proceedings of the 19th International Conference on World Wide Web , 1085–86. Association for Computing Machinery, 2010. https://doi.org/10.1145/1772690.1772816.
P. Dütting, M. H. Henzinger, and I. Weber, “How much is your personal recommendation worth?,” in Proceedings of the 19th international conference on World wide web , Raleigh, NC, United States, 2010, pp. 1085–1086.
Dütting P, Henzinger MH, Weber I. 2010. How much is your personal recommendation worth? Proceedings of the 19th international conference on World wide web . WWW: International Conference on World Wide Web, 1085–1086.
Dütting, Paul, et al. “How Much Is Your Personal Recommendation Worth?” Proceedings of the 19th International Conference on World Wide Web , Association for Computing Machinery, 2010, pp. 1085–86, doi:10.1145/1772690.1772816.