Single vs multiple collaborations in influencer-driven information dissemination: an evolutionary game model approach

doi:10.1108/APJML-09-2024-1256

	Single vs multiple collaborations in influencer-driven information dissemination: an evolutionary game model approach
	Lv, Junjie 1; Gong, Chaoyue 1; Wang, Ziyi 1,2; Wang, Yuanzhuo 3
	2025-04-08
发表期刊	ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS
ISSN	1355-5855
页码	21
摘要	Purpose - This paper aims to counteract the time-related decay of information dissemination in social commerce by proposing an evolutionary game model based on complex networks, analyzing how companies with limited budgets strategically select or re-select macro- and meso-influencers to maximize dissemination effectiveness. Design/methodology/approach - The model integrates utility and social environment updating mechanisms to simulate individual forwarding decisions, utilizing a purchase intention function influenced by environmental and personal factors, as well as the number of previous purchasers. A pre-experiment was conducted to determine the optimal time interval, followed by numerical simulations comparing single-stage versus two-stage influencer engagement strategies. Findings - Results demonstrate that companies with low brand popularity should prioritize investments in macro-influencers at the initial stage, particularly in risk-averse markets. Those with medium-to-high brand popularity benefit more from a two-stage strategy, where the initial investment in macro-influencers ranges from 0.5 to 0.8, while the subsequent investment in meso-influencers remains below 0.5. This approach is especially effective in markets with a higher proportion of risk-seeking consumers. Research limitations/implications - The study is constrained by simulation parameters and lacks validation with real-world data, which may affect the generalizability of the findings. Future research should explore empirical validation to strengthen these insights. Originality/value - This study introduces a novel evolutionary game model approach to optimizing influencer collaborations and information dissemination strategies, providing valuable insights for adapting influencer engagement based on brand popularity and communication stage.
关键词	Evolutionary game Influencers Information dissemination Consumer behavior Multi-stage strategy
DOI	10.1108/APJML-09-2024-1256
收录类别	SCI
语种	英语
资助项目	National Natural Science Foundation of China[62172393] ; Key Research and Development Program of Henan Province[241111211900]
WOS研究方向	Business & Economics
WOS类目	Business
WOS记录号	WOS:001460920200001
出版者	EMERALD GROUP PUBLISHING LTD
引用统计
文献类型	期刊论文
条目标识符	http://119.78.100.204/handle/2XEOYT63/40667
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.Beijing Technol & Business Univ, Beijing, Peoples R China 2.Beijing Urban Mechanized Cleaning Serv Co Ltd, 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,Gong, Chaoyue,Wang, Ziyi,et al. Single vs multiple collaborations in influencer-driven information dissemination: an evolutionary game model approach[J]. ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS,2025:21.
APA	Lv, Junjie,Gong, Chaoyue,Wang, Ziyi,&Wang, Yuanzhuo.(2025).Single vs multiple collaborations in influencer-driven information dissemination: an evolutionary game model approach.ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS,21.
MLA	Lv, Junjie,et al."Single vs multiple collaborations in influencer-driven information dissemination: an evolutionary game model approach".ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS (2025):21.