Advertising Competitions in Social Networks

Abstract : In the present work, we study the advertising competition of several marketing campaigns who need to determine how many resources to allocate to potential customers to advertise their products through direct marketing while taking into account that competing marketing campaigns are trying to do the same. Potential customers rank marketing campaigns according to the offers, promotions or discounts made to them. Taking into account the intrinsic value of potential customers as well as the peer influence that they exert over other potential customers we consider the network value as a measure of their importance in the market and we find an analytical expression for it. We analyze the marketing campaigns competition from a game theory point of view, finding a closed form expression of the symmetric equilibrium offer strategy for the marketing campaigns from which no campaign has any incentive to deviate. We also present several scenarios, such as Winner-takes-all and Borda, but not the only possible ones for which our results allow us to retrieve in a simple way the corresponding equilibrium strategy.
Type de document :
Pré-publication, Document de travail
2016
Liste complète des métadonnées

Littérature citée [25 références]  Voir  Masquer  Télécharger

https://hal.inria.fr/hal-01352187
Contributeur : Alonso Silva <>
Soumis le : mardi 9 août 2016 - 13:04:22
Dernière modification le : mercredi 10 août 2016 - 01:03:23
Document(s) archivé(s) le : jeudi 10 novembre 2016 - 10:18:44

Fichiers

adcompetitions.pdf
Fichiers produits par l'(les) auteur(s)

Licence


Distributed under a Creative Commons Paternité 4.0 International License

Identifiants

  • HAL Id : hal-01352187, version 1
  • ARXIV : 1608.02774

Collections

Citation

Antonia Masucci, Alonso Silva. Advertising Competitions in Social Networks. 2016. 〈hal-01352187〉

Partager

Métriques

Consultations de la notice

325

Téléchargements de fichiers

59