Cooperation of advertising companies in social networks: A graph and game theory approaches. (November 2018)

• Record Type: Journal Article
• Authors: Hafezalkotob, Ashkan; Khodabakhsh, Maryam; Saghaei, Abbas; Eshghipour, Maryam
• Is Part Of: Computers & industrial engineering. Volume 125(2018)
• Page Start: 212
• Page End: 220
• Publication Date: 2018-11
• Subjects: Energy saving efforts -- Governmental regulation -- Game theory -- Green supply chain -- Sustainable development policy; Engineering -- Data processing -- Periodicals; Industrial engineering -- Periodicals; 620.00285
• DOI: 10.1016/j.cie.2018.08.023
• Languages: English
• ISSNs: 0360-8352

Abstract

Highlights: We evaluate cooperative advertising problem for companies in social networks. Extra profit of cooperation is computed by mathematical programming models. We propose Shapley, τ-value, Core center, TUM, and least core to share the profit. Fair allocation of the profit can ensure long term cooperation in the networks. Abstract: 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 τ-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.