How macro- (vs. meso-) influencers affect consumer purchases: an evolutionary game model of information dissemination in social e-commerce

doi:10.1007/s10660-025-09987-x

	How macro- (vs. meso-) influencers affect consumer purchases: an evolutionary game model of information dissemination in social e-commerce
	Lv, Junjie 1; Wen, Liwen 1; Wang, Ziyi 1; Gong, Chaoyue 1; Wang, Yuanzhuo 2
	2025-06-30
发表期刊	ELECTRONIC COMMERCE RESEARCH
ISSN	1389-5753
页码	31
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.
关键词	Social network Evolutionary game Information dissemination Influencer marketing Purchase behavior
DOI	10.1007/s10660-025-09987-x
收录类别	SCI
语种	英语
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
WOS类目	Business ; Management
WOS记录号	WOS:001519331100001
出版者	SPRINGER
引用统计
文献类型	期刊论文
条目标识符	http://119.78.100.204/handle/2XEOYT63/42306
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, Sch Business, Beijing 100048, Peoples R China 2.Chinese Acad Sci, Inst Comp Technol, Beijing 100190, 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.