2014/02/21 by Antonia Maria Masucci, Masucci, Antonia Maria, Alonso Silva +1 · 1 citation
Decision Sciences · Physics and Astronomy · #Complex Network Analysis Techniques #Computer Science and Game Theory (cs.GT) #FOS: Computer and information sciences #Game Theory and Applications #Opinion Dynamics and Social Influence #Social and Information Networks (cs.SI)
paper · pdf · doi:10.48550/arxiv.1402.5388
openalex publication_date 2014/02/21 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/28
One of the main objectives of data mining is to help companies determine to\nwhich potential customers to market and how many resources to allocate to these\npotential customers. Most previous works on competitive influence in social\nnetworks focus on the first issue. In this work, our focus is on the second\nissue, i.e., we are interested on the competitive influence of marketing\ncampaigns who need to simultaneously decide how many resources to allocate to\ntheir potential customers to advertise their products. Using results from game\ntheory, we are able to completely characterize the optimal strategic resource\nallocation for the voter model of social networks and prove that the price of\ncompetition of this game is unbounded. This work is a step towards providing a\nsolid foundation for marketing advertising in more general scenarios.\n