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.

中文翻译：

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社交网络上双头垄断的营销资源分配

本文的主要特点之一是，假设代理人对社交网络的看法不仅受到其他代理人的影响，而且还受到竞争中的两个营销人员的影响。我们的贡献之一是提出问题的实用博弈论公式，并进行完整的相应均衡分析（存在性、唯一性、动态表征和确定性）。我们的分析提供了实用的见解，以了解营销人员应如何利用其对社交网络的了解在代理（即消费者）之间分配其营销或广告预算。通过提供代理影响力（AIP）和目标增益（GoT）的相关定义，