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To study the spread of platform self-operation in two-sided users' marketing and purchasing tactics, this paper considers the differences in reputation acquired by platform-owned and third-party operating channels.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This study proposes a two-layer network with cross-network links: one layer represents the social network of consumers, while the other layer represents the competitive network of buyers. A closed system of differential equations, based on the binary dynamics of the stochastic network, is developed to study the trend and stability points of the platform self-operation dissemination. Then the overall benefits of platform are analyzed to unify the platform diffusion and pricing strategies.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The degree of difference in social influence and cross-network effects affect diffusion synergistically. Cross-network effects hinder diffusion when there is a significant difference of social influence between consumers and sellers but promote diffusion when there is little difference of social influence between consumers and sellers. Additionally, the network weights and reputation gap exhibit a nonlinear correlation with diffusion. For pricing strategy of the platform, it can achieve maximum profit when the pricing of self-operated goods and third-party-operated goods is equal.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study considers the complex network architecture created by bilateral markets and the dynamic influence of group interactions on product. Additionally, this study takes reputation into account when considering the price and dissemination tactics of various operating channels, offering guidelines for platforms to control merchants and mediate disputes between various operating channels.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-06-2023-0356","type":"journal-article","created":{"date-parts":[[2023,12,22]],"date-time":"2023-12-22T05:27:53Z","timestamp":1703222873000},"page":"949-977","source":"Crossref","is-referenced-by-count":3,"title":["The diffusion of platform self-operation on reputation-based two-layer network"],"prefix":"10.1108","volume":"124","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-8077-617X","authenticated-orcid":false,"given":"Ping","family":"Li","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8314-8259","authenticated-orcid":false,"given":"Bin","family":"Wu","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,12,25]]},"reference":[{"key":"key2024021910233248100_ref001","doi-asserted-by":"publisher","first-page":"136","DOI":"10.1016\/j.knosys.2017.03.019","article-title":"Modeling of fuzzy-based voice of customer for business decision analytics","volume":"125","year":"2017","journal-title":"Knowledge Based Systems"},{"issue":"7","key":"key2024021910233248100_ref002","doi-asserted-by":"publisher","first-page":"1033","DOI":"10.1287\/mnsc.1060.0696","article-title":"Complex systems-a new paradigm for the integrative study of management, physical, and technological systems","volume":"53","year":"2007","journal-title":"Management Science"},{"key":"key2024021910233248100_ref003","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijindorg.2019.102529","article-title":"Price disclosure by two-sided platforms","volume":"67","year":"2019","journal-title":"International Journal of Industrial Organization"},{"issue":"1","key":"key2024021910233248100_ref004","doi-asserted-by":"publisher","first-page":"68","DOI":"10.1287\/isre.1070.0114","article-title":"Competition among virtual communities and user valuation: the case of investing-related communities","volume":"18","year":"2007","journal-title":"Information Systems Research"},{"issue":"10","key":"key2024021910233248100_ref005","doi-asserted-by":"publisher","first-page":"4755","DOI":"10.1287\/mnsc.2017.2742","article-title":"Two-sided reputation in certification markets","volume":"64","year":"2018","journal-title":"Management Science"},{"issue":"5","key":"key2024021910233248100_ref006","doi-asserted-by":"publisher","first-page":"141","DOI":"10.1007\/s11277-019-06716-0","article-title":"Research on two decision models in third-party payment platform transaction","volume":"110","year":"2020","journal-title":"Wireless Personal Communications"},{"issue":"5","key":"key2024021910233248100_ref007","doi-asserted-by":"publisher","first-page":"928","DOI":"10.1109\/tfuzz.2018.2829475","article-title":"Promotion decisions under asymmetric demand-generation information: self-operated, online-platform and offline-outlet strategies","volume":"27","year":"2019","journal-title":"IEEE Transactions on Fuzzy Systems"},{"issue":"4","key":"key2024021910233248100_ref008","doi-asserted-by":"publisher","first-page":"469","DOI":"10.1080\/10864415.2021.1967003","article-title":"Easy to start, hard to persist: antecedents and outcomes of entrepreneurial persistence in online marketplaces","volume":"25","year":"2021","journal-title":"International Journal of Electronic Commerce"},{"issue":"6","key":"key2024021910233248100_ref009","doi-asserted-by":"publisher","first-page":"870","DOI":"10.1287\/mksc.2016.0976","article-title":"Quantifying cross and direct network effects in online consumer-to-consumer platforms","volume":"35","year":"2016","journal-title":"Marketing Science"},{"issue":"2","key":"key2024021910233248100_ref010","doi-asserted-by":"publisher","first-page":"267","DOI":"10.1111\/j.1540-5885.2010.00714.x","article-title":"Will it spread or not? 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