考虑粉丝效应的制造企业自媒体上产品链接分享决策

Deciding whether manufacturing firms share product links on owned social media considering fan effects

分别针对制造企业自媒体上分享和不分享产品链接,考虑粉丝效应,构建优化模型,分析并比较2种情形下的营销努力和收益.研究表明:当社交平台抽成比例较低时,企业选择分享产品链接;反之,则选择不分享产品链接.随着粉丝效应的减弱和感知转换成本的提高,企业更有可能分享产品链接.无论企业是否分享产品链接,营销努力总是随产品价格的增加而提高;但企业利润并不总是随产品价格的增加而提高,而是随粉丝效应的增强和自媒体账号粉丝数量的增多而提高.当企业分享产品链接时,营销努力和企业利润随社交平台抽成比例的提高而降低;当企业不分享产品链接时,营销努力和企业利润随感知转换成本的提高而降低.因此,建议企业增强自媒体账号的影响力,吸引更多优质粉丝;同时,建议社交平台优化产品链接功能,让更多企业选择分享产品链接.

An optimization model is proposed to examine the choice of sharing or not sharing the product link for manufacturing firms with owned social media by considering the role of fan effects.The equilibrium marketing effort level and firm profit in both cases are compared.The results show that the firm chooses to share(not share)the product link when the social platform commission rate is low(high).Moreover,the likelihood of sharing the product link increases as the fan effect weakens and the perceived conversion cost strengthens.Interestingly,the marketing effort level increases with the product price,but firm profit does not always follow.Additionally,as the fan effect and fan count grow,so does the firm s profit.Furthermore,when the firm shares the product link,the level of marketing effort and firm profit decrease with the commission rate.Conversely,when the firm does not share the product link,those aforementioned factors increase as the perceived conversion cost declines.These results thus suggest that firms should enhance the influence of owned social media to attract more high-quality fans,and social platforms should optimize the product link functionality.