Liu, Yalan; Feng, Jiejian; Jiang, Hui; Mi, Liang; Wang, Hui - 2023
increases. Cooperative advertising schemes between e-commerce platforms and sellers come into being. This paper considers … either cooperative advertising or independent advertising in a strategic game, this paper shows that the cooperative … advertising strategy is a unique Nash equilibrium. Only when a seller has a relatively high revenue share ratio in the cooperative …
