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NTU Management Review Vol. 33 No. 2 Aug. 2023
Figure 5 Impact of the Creators' Abilities on the Advertorial Allocation Proportion
Figure 6 Impact of the Advertorial Fee and Production Cost on Advertorial Allocation
when it is large enough, allocating all of it to the high-type creator makes the overall
probability of reaching the threshold high enough, and the low-type creator may also be
given up. Only when the fee is moderate should the MCN company split it to make it
somewhat possible for both creators to meet the threshold. Regarding the production cost,
the idea is roughly the same. When the cost is quite high, allocating anything to the low-
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