Based on the Nerlove-Arrow model,this study constructs a two-stage dynamic advertis-ing model under product harm crisis.We then derive the optimal advertising strategies for enterprises in different decision-making modes respectively and assess the effects of outbreak likelihood and dam-age rate.The results show that:when the company optimizes the local profit,if the probability of a product injury crisis entering the outbreak period is small,the advertising level in incubation period should increase with the outbreak likelihood increases.When the company optimizes the overall prof-it,the company's advertising levels on two platforms in incubation period and outbreak period are dif-ferent.Besides,compared with different stages,when the company optimizes the local profit,the ad-vertising level in the outbreak period is higher than that in the incubation period;when the company optimizes the overall profit,the results will vary with different platforms.
product harm crisisdynamic online advertisingonline advertising levelNerlove-Arrow model
NETL
NSTL
维普
万方数据
