Competing over Networks
نویسندگان
چکیده
Recent advances in information technology have allowed firms to gather vast amounts of data regarding consumers’ preferences and the structure and intensity of their social interactions. This paper examines a game-theoretic model of competition between firms, which can target their marketing budgets to individuals embedded in a social network. We provide a sharp characterization of the optimal targeted marketing strategies and highlight their dependence on the underlying social network structure. Furthermore, we identify network structures for which the returns to targeting are maximized, and we provide conditions under which it is optimal for the firms to asymmetrically target a subset of the individuals. Finally, we provide a lower bound on the extent of asymmetry in these asymmetric equilibria and therefore shed light on the effect of the network structure to the outcome of marketing competition between firms.
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