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 …

platforms can adopt either an advertising model or a brokerage model. We develop a game-theoretic model to recommend the better …, meanwhile the commerce feature's basic value and the social value are both at an intermediate level, the advertising model is …