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Macro-influencers or meso-influencers, how do companies choose?

文献类型：期刊论文

作者Lv, Junjie2; Yang, Ruyu2; Yu, Jianye1; Yao, Wenjing2; Wang, Yuanzhuo3
刊名INDUSTRIAL MANAGEMENT & DATA SYSTEMS
出版日期2023-10-13
页码20
ISSN号0263-5577
关键词Influencer marketing Social commerce Social media Information dissemination Social evolutionary game
DOI10.1108/IMDS-05-2022-0310
英文摘要PurposeInfluencer marketing mediated by social media is prevalent in social commerce. Micro-, meso- and macro-influencers all play an irreplaceable role in marketing. The purpose of this paper is to explore how companies with limited budgets choose influencers according to products' various levels of brand familiarity.Design/methodology/approachThis study constructs an evolutionary game model of influencer marketing based on evolutionary game theory on complex networks. This model initiates various networks to demonstrate how influencers disseminate information and constructs update mechanisms to depict how individuals react to this information based on individuals' information utility and friends' strategies.FindingsSimulation results suggest that companies should invest more in macro-influencers than in meso-influencers, however investing all in macro-influencers is not a good choice. The investment in meso-influencers will increase as brand familiarity decreases, whereas it will not exceed investment in macro-influencers. Furthermore, the accumulation of micro-influencers can accelerate the marketing process.Originality/valueThis study examines the combined effects of micro-influencers, meso-influencers and macro-influencers in marketing by simulating the marketing process initiated by influencers on social media.
资助项目This work was supported by National Natural Science Foundation of China (Grant No. 62172393, U1836206) and Zhongyuan Science and Technology Innovation Leaders Project (Grant No. 204200510002).[62172393] ; This work was supported by National Natural Science Foundation of China (Grant No. 62172393, U1836206) and Zhongyuan Science and Technology Innovation Leaders Project (Grant No. 204200510002).[U1836206] ; National Natural Science Foundation of China[204200510002] ; Zhongyuan Science and Technology Innovation Leaders Project
WOS研究方向Computer Science ; Engineering
语种英语
出版者EMERALD GROUP PUBLISHING LTD
WOS记录号WOS:001078989400001
源URL[http://119.78.100.204/handle/2XEOYT63/21133]  
专题中国科学院计算技术研究所期刊论文_英文
通讯作者Wang, Yuanzhuo
作者单位1.Beijing Wuzi Univ, Beijing, Peoples R China
2.Beijing Technol & Business Univ, Beijing, Peoples R China
3.Chinese Acad Sci, Inst Comp Technol, Beijing, Peoples R China
推荐引用方式
GB/T 7714		 Lv, Junjie,Yang, Ruyu,Yu, Jianye,et al. Macro-influencers or meso-influencers, how do companies choose?[J]. INDUSTRIAL MANAGEMENT & DATA SYSTEMS,2023:20.
APA Lv, Junjie,Yang, Ruyu,Yu, Jianye,Yao, Wenjing,&Wang, Yuanzhuo.(2023).Macro-influencers or meso-influencers, how do companies choose?.INDUSTRIAL MANAGEMENT & DATA SYSTEMS,20.
MLA Lv, Junjie,et al."Macro-influencers or meso-influencers, how do companies choose?".INDUSTRIAL MANAGEMENT & DATA SYSTEMS (2023):20.

入库方式： OAI收割

来源：计算技术研究所

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