Journal Article

Game Theory in the Realm of Pop Culture: A Novel Approach to Social Media Strategy

Talajić, Mirko, Vrankić, Ilko, Matić, Lucia

2024

Overview

This paper explores the intersection of game theory and pop culture as a potent strategy for amplifying social media engagement. A methodological analysis demonstrates how game theory principles can be effectively applied to social media campaigns by leveraging the universal appeal of pop culture. The study introduces a simple yet illustrative model that outlines the strategic use of pop culture elements to attract new followers and maximise net profit, considering variables such as potential follower base, cost of pop culture integration, and the preferences of different audience segments towards pop culture-infused products. Findings underscore the untapped potential of conscious game theory application in social media strategy design, offering a fresh perspective on achieving optimal engagement through a balance of appeal to pop culture enthusiasts and those favouring traditional content. This contribution is novel in its approach. It provides a comprehensive review of game theory’s utility in pop culture and presents a detailed framework for its application in social media campaigns. By bridging theoretical concepts with practical application, this research opens new avenues for strategic engagement in the digital age, making a significant addition to both academic research and practical marketing strategies.

• Publisher: Sciendo,De Gruyter Brill Sp. z o.o., Paradigm Publishing Services
• Subject: engagement / Game theory / net profit / pop culture / Popular culture / social media / Social networks / strategy