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

doi:10.1108/IMDS-05-2022-0310

	Macro-influencers or meso-influencers, how do companies choose?
	Lv, Junjie 1; Yang, Ruyu 1; Yu, Jianye 2; Yao, Wenjing 1; Wang, Yuanzhuo 3
	2023-10-13
发表期刊	INDUSTRIAL MANAGEMENT & DATA SYSTEMS
ISSN	0263-5577
页码	20
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.
关键词	Influencer marketing Social commerce Social media Information dissemination Social evolutionary game
DOI	10.1108/IMDS-05-2022-0310
收录类别	SCI
语种	英语
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
WOS类目	Computer Science, Interdisciplinary Applications ; Engineering, Industrial
WOS记录号	WOS:001078989400001
出版者	EMERALD GROUP PUBLISHING LTD
引用统计	被引频次：1[WOS] [WOS记录] [WOS相关记录]
文献类型	期刊论文
条目标识符	http://119.78.100.204/handle/2XEOYT63/21134
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 Technol & Business Univ, Beijing, Peoples R China 2.Beijing Wuzi 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.