One of the main objectives of data mining is to help companies determine towhich potential customers to market and how many resources to allocate to thesepotential customers. Most previous works on competitive influence in socialnetworks focus on the first issue. In this work, our focus is on the secondissue, i.e., we are interested on the competitive influence of marketingcampaigns who need to simultaneously decide how many resources to allocate totheir potential customers to advertise their products. Using results from gametheory, we are able to completely characterize the optimal strategic resourceallocation for the voter model of social networks and prove that the price ofcompetition of this game is unbounded. This work is a step towards providing asolid foundation for marketing advertising in more general scenarios.
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