American Institute of Mathematical Sciences

April  2020, 7(2): 141-162. doi: 10.3934/jdg.2020009

Optimal resource allocation in the difference and differential Stackelberg games on marketing networks

 1 Saint Petersburg Higher School of Economics, Russian Federation, 3A Khantemirovskaya St., 194100 St. Petersburg, Russia 2 Southern Federal University, Rostov-on-Don, Russian Federation, 8A Milchakov St., 344090 Rostov-on-Don, Russia

Received  October 2019 Published  April 2020

Fund Project: The second author is supported by Russian Science Foundation, project 17-19-01038

We consider difference and differential Stackelberg game theoretic models with several followers of opinion control in marketing networks. It is assumed that in the stage of analysis of the network its opinion leaders have already been found and are the only objects of control. The leading player determines the marketing budgets of the followers by resource allocation. In the basic version of the models both the leader and the followers maximize the summary opinions of the network agents. In the second version the leader has a target value of the summary opinion. In all four models we have found the Stackelberg equilibrium and the respective payoffs of the players analytically. It is shown that the hierarchical control system is ideally compatible in all cases.

Citation: Alexei Korolev, Gennady Ougolnitsky. Optimal resource allocation in the difference and differential Stackelberg games on marketing networks. Journal of Dynamics & Games, 2020, 7 (2) : 141-162. doi: 10.3934/jdg.2020009
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