Dynamic SPICE-Model of Resource Allocation in Marketing Networks with Co-Directed Interests

A dynamic model of coordination of social and private interests for resource allocation in marketing networks is considered. The formation of a good opinion of the consumers (basic agents) about a good which is spread throughout a network by influence agents is considered as a social interest of the influence agents. Linear functions of the investment revenue are given as the functions of private activity of the influence agents. It is proved that the value of a basic agent is the same for all influence agents and the principal and depends only on its connections. We consider a case of the principal with interests which are co-directed with the interests of the influence agents. It is proved that the influence agents allocate for the social interests less resources than it is optimal for the principal.