Referral Advertising allows brands to send their messages to their customers through people they trust. In Referral ads, the customer receives the ad from someone he or she knows beforehand and gives him or her more confidence in knowing that the person in question is not the ad recipient. The purpose of the present study is to identify the factors influencing the likelihood of a customer being advertised and accepting Referral Advertising on the social network of Instagram. The research method is by nature in the category of Mixed Method (qualitative and quantitative). In the first stage, 8 variables were identified as influencing factors on the likelihood of Advertising Referrals through interviewing social network users on Instagram and analyzing interview codes with the Thematic Analysis approach: Social Media Characteristics, Product Characteristics, Intermediary Role, Consumer Demographic Characteristics, Content Characteristics, Reference Motivation, Brand Relationship Strength, and Interpersonal Relationship Strength. In the second phase, a questionnaire was developed and distributed to users of the social networking Instagram. A total of 334 questionnaires were collected and analyzed using structural equation modeling. The results showed that all these factors had a positive effect on the probability of Referral and the probability of acceptance of the Referral advertisement. Also regarding the moderating variables, the results showed that the two groups of youth and the gender of women had the most reaction to the model stimuli.

Advertising nowadays plays an important role in marketing and service and product recognition, whereas there are many studies on supply chain and collaborative Advertising. However, In the previous researches the Advertising company was considered as an off-chain member that provided Advertising goods and services to attract customers based on the order of the retailer or manufacturer. On the other hand, in the reality, manufacturers and retailers often face budget constraints to finance Advertising, which limits their Advertising activities. Therefore, in this study, for the first time an Advertising company is analyzed as a new member in a two-tier supply chain, given the financial weakness of manufacturers and retailers in providing adequate funding for Advertising, as well as the interest of Advertising companies in sharing the profits of the chain instead of receiving Advertising costs. For this purpose, the issue of partnership of Advertising company with two-tier supply chain including manufacturer and retailer is raised. In this regard, instead of paying the all Advertising costs to the Advertising company, the manufacturer and retailer pay part of the costs and the rest is compensated by paying a percentage of their sales profit. This problem was modeled using the game theory approach and the optimal decisions of the chain members regarding pricing at the wholesale and retail levels, as well as the amount of participatory Advertising at the three levels of wide or above the line, below the line and through the line were determined.

Nowadays, Advertising companies and firms try to establish a trade name which is superior to similar ones. In order to overcome their competitors in Advertising campaigns, the firms have adopted new approaches. They use the best and newest marketing and commercial Advertising methods to attract potential customers and consumers. Some advertisers use their competitors' trademarks, trade name, etc. to advertise their goods and services. This kind of advertisements which has increased considerably, is known as comparative Advertising and makes it possible for consumers to compare the characteristics of different brands including the quality and price of goods and services and at the same time, in some cases may mislead consumers as to the source of goods and services and lead to unfair competition...

This paper considers the issue of cooperative Advertising with local Advertising options in a channel with three players, including a manufacturer and two retailers. The current study, expands the cooperative Advertising literature to a case where there exist two options for local Advertising investment. Moreover, this paper compares two cases of presence and absence of cooperative Advertising, which has almost been neglected in cooperative Advertising literature. The purpose is to determine equilibrium strategy of retailers’ Advertising options, players’ Advertising expenditures and the manufacturer’ participation rates on retailers’ investment. The aforementioned problem is analyzed as a three-stage game, using backward induction. In the first and second stages, Advertising investments of players are determined analytically. Then, in the third stage, the Nash equilibrium pair of Advertising options can be found using numerical study. The problem is solved using illustrative examples in two cases of presence and absence of the cooperative Advertising contract. Finally, the conditions for which offering the contract is win-win for all players, are identified. A Sensitivity analysis has been carried out to explain the efficacy of the model.

This paper investigates cooperative Advertising with local Advertising options in a channel with three players including a manufacturer and two retailers. The current study applied the cooperative Advertising literature to a case with two options for local Advertising investment. To this end, this paper compared two cases of the presence and absence of cooperative Advertising, which has almost been neglected in the cooperative Advertising literature. The objective of this study is to determine the equilibrium strategy of the retailers' Advertising options, players' Advertising expenditures, and manufacturers' participation rates on retailers' investment. The aforementioned problem was analyzed as a three-stage game using backward induction. In the fi, rst and second stages, Advertising investments of players were analytically determined. In the third stage, the Nash equilibrium pair of Advertising options was found through numerical studies. The problem was solved by illustrative examples in two cases of the presence and absence of the cooperative Advertising contract. Finally, the conditions for which offering the contract was win-win for all players were identified. Sensitivity analysis was carried out to explain the efficacy of the model.