اشترك بالحزمة الذهبية واحصل على وصول غير محدود شمرا أكاديميا
تسجيل مستخدم جديدMarketing resource allocation in duopolies over social networks
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One of the key features of this paper is that the agents opinion of a social network is assumed to be not only influenced by the other agents but also by two marketers in competition. One of our contributions is to propose a pragmatic game-theoretical formulation of the problem and to conduct the complete corresponding equilibrium analysis (existence, uniqueness, dynamic characterization, and determination). Our analysis provides practical insights to know how a marketer should exploit its knowledge about the social network to allocate its marketing or advertising budget among the agents (who are the consumers). By providing relevant definitions for the agent influence power (AIP) and the gain of targeting (GoT), the benefit of using a smart budget allocation policy instead of a uniform one is assessed and operating conditions under which it is potentially high are identified.
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Vineeth S. Varma
, Samson Lasaulce
, Julien Mounthanyvong andn Irinel-Constantin Morarescu
2020
In this paper, we consider a network of consumers who are under the combined influence of their neighbors and external influencing entities (the marketers). The consumers opinion follows a hybrid dynamics whose opinion jumps are due to the marketing
campaigns. By using the relevant static game model proposed recently in [1], we prove that although the marketers are in competition and therefore create tension in the network, the network reaches a consensus. Exploiting this key result, we propose a coopetition marketing strategy which combines the one-shot Nash equilibrium actions and a policy of no advertising. Under reasonable sufficient conditions, it is proved that the proposed coopetition strategy profile Pareto-dominates the one-shot Nash equilibrium strategy. This is a very encouraging result to tackle the much more challenging problem of designing Pareto-optimal and equilibrium strategies for the considered dynamical marketing game.
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Mobile edge computing (MEC)-enabled Internet of Things (IoT) networks have been deemed a promising paradigm to support massive energy-constrained and computation-limited IoT devices. IoT with mobility has found tremendous new services in the 5G era a
nd the forthcoming 6G eras such as autonomous driving and vehicular communications. However, mobility of IoT devices has not been studied in the sufficient level in the existing works. In this paper, the offloading decision and resource allocation problem is studied with mobility consideration. The long-term average sum service cost of all the mobile IoT devices (MIDs) is minimized by jointly optimizing the CPU-cycle frequencies, the transmit power, and the user association vector of MIDs. An online mobility-aware offloading and resource allocation (OMORA) algorithm is proposed based on Lyapunov optimization and Semi-Definite Programming (SDP). Simulation results demonstrate that our proposed scheme can balance the system service cost and the delay performance, and outperforms other offloading benchmark methods in terms of the system service cost.
We address formally the problem of opinion dynamics when the agents of a social network (e.g., consumers) are not only influenced by their neighbors but also by an external influential entity referred to as a marketer. The influential entity tries to
sway the overall opinion as close as possible to a desired opinion by using a specific influence budget. We assume that the exogenous influences of the entity happen during discrete-time advertising campaigns; consequently, the overall closed-loop opinion dynamics becomes a linear-impulsive (hybrid) one. The main technical issue addressed is finding how the marketer should allocate its budget over time (through marketing campaigns) and over space (among the agents) such that the agents opinion be as close as possible to the desired opinion. Our main results show that the marketer has to prioritize certain agents over others based on their initial condition, their influence power in the social graph and the size of the cluster they belong to. The corresponding space-time allocation problem is formulated and solved for several special cases of practical interest. Valuable insights can be extracted from our analysis. For instance, for most cases, we prove that the marketer has an interest in investing most of its budget at the beginning of the process and that budget should be shared among agents according to the famous water-filling allocation rule. Numerical examples illustrate the analysis.
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