Competition for Content Spread over Multiple Social Networks
The authors consider the competition between two competing content creators who can reach out to their potential consumers via two different online social networks. The efficiency of a network for information spread is characterized by two simple properties: the level of activity within the network and the popularity of the network among the population of consumers. They assume that the contents under their consideration are exclusive in nature, i.e., each consumer is interested in receiving only one of the competing contents. Each content creator optimizes the total budget spent across the two social networks. They study the non-cooperative game and characterize the best response functions for the content creators.