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Cooperation of advertising companies in social networks: A graph and game theory approaches

机译：广告公司在社交网络中的合作：一种图形和博弈论方法

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摘要

Advertisement in companies that are active in social network is becoming a key success factor these days. The cooperative advertising enables companies to improve effectiveness of the advertisement efforts. In this research, we first present a mathematical model to quantify the profit of cooperation between the companies in a network. Afterwards, cooperative game theory methods such as Shapley value, Core-center, Least core, and tau-value are proposed to distribute benefits of the cooperative advertisement of the companies in the social networks. A numerical example of a simple social network with three advertising companies is presented to evaluate results of the models. It is shown that the profit obtained from coalition is greater than individual profits of the members. In this regard, fair allocation of the extra profit among companies ensures their satisfaction and long-term cooperation.
机译：如今，活跃于社交网络的公司中的广告已成为成功的关键因素。合作广告使公司能够提高广告工作的效率。在这项研究中，我们首先提出一个数学模型来量化网络中公司之间的合作利润。然后，提出了合作博弈论方法，如Shapley值，Core-center，Least Core和tau-value，以在社交网络中分配公司的合作广告收益。给出了一个具有三个广告公司的简单社交网络的数值示例，以评估模型的结果。结果表明，从联盟中获得的利益大于成员的个人利益。在这方面，公司之间公平分配额外的利润可确保其满意度和长期合作。

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