| Eric Anderson, 2010 | Social Media Marketing: Game Theory and the Emergence of Collaboration | Game theory emerges as a powerful framework for understanding the dynamics of social media advertising (Anderson, 2010) . Like players in the game, these characters must analyze the potential outcomes, anticipate their competitors’ moves, and make calculated decisions to gain a competitive advantage. The perception gained from game theory help s social media navigate the complex of social media marketing and ultimately drives success in the digital community (Anderson, 2010) . |