How macro- (vs. meso-) influencers affect consumer purchases: an evolutionary game model of information dissemination in social e-commerce
文献类型：期刊论文
| 作者 | Lv, Junjie2; Wen, Liwen2; Wang, Ziyi2; Gong, Chaoyue2; Wang, Yuanzhuo1 |
| 刊名 | ELECTRONIC COMMERCE RESEARCH
 |
| 出版日期 | 2025-06-30 |
| 页码 | 31 |
| 关键词 | Social network Evolutionary game Information dissemination Influencer marketing Purchase behavior |
| ISSN号 | 1389-5753 |
| DOI | 10.1007/s10660-025-09987-x |
| 英文摘要 | Influencers can effectively boost product purchases on social media. This paper discusses how companies with limited budgets select macro- and/or meso-influencers to promote product purchases. An evolutionary game model is proposed to depict the information dissemination process driven by social e-commerce influencers. First, two updating mechanisms representing social conformity and forwarding utility are designed to capture users' forwarding behavior. Second, a purchase intention function is analyzed through numerical simulation by introducing parameters such as individual risk preference, brand popularity, and macro-influencer investment ratio. Simulation results show: as brand popularity increases and the proportion of risk-seeking consumers grows, investment in meso-influencers should be increased. When a brand has lower popularity and a higher proportion of risk-averse consumers, more investment should be directed towards macro-influencers. Our findings offer practical guidance for companies with different levels of brand popularity in optimizing their collaboration strategies with influencers. |
| 资助项目 | National Natural Science Foundation of China[62172393] ; National Natural Science Foundation of China[241111211900] ; Key Research and Development Program of Henan Province |
| WOS研究方向 | Business & Economics |
| 语种 | 英语 |
| WOS记录号 | WOS:001519331100001 |
| 出版者 | SPRINGER |
| 源URL | [http://119.78.100.204/handle/2XEOYT63/42305]  |
| 专题 | 中国科学院计算技术研究所期刊论文_英文 |
| 通讯作者 | Lv, Junjie |
| 作者单位 | 1.Chinese Acad Sci, Inst Comp Technol, Beijing 100190, Peoples R China 2.Beijing Technol & Business Univ, Sch Business, Beijing 100048, Peoples R China |
| 推荐引用方式 GB/T 7714 | Lv, Junjie,Wen, Liwen,Wang, Ziyi,et al. How macro- (vs. meso-) influencers affect consumer purchases: an evolutionary game model of information dissemination in social e-commerce[J]. ELECTRONIC COMMERCE RESEARCH,2025:31. |
| APA | Lv, Junjie,Wen, Liwen,Wang, Ziyi,Gong, Chaoyue,&Wang, Yuanzhuo.(2025).How macro- (vs. meso-) influencers affect consumer purchases: an evolutionary game model of information dissemination in social e-commerce.ELECTRONIC COMMERCE RESEARCH,31. |
| MLA | Lv, Junjie,et al."How macro- (vs. meso-) influencers affect consumer purchases: an evolutionary game model of information dissemination in social e-commerce".ELECTRONIC COMMERCE RESEARCH (2025):31. |
入库方式： OAI收割
来源：计算技术研究所
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