在线广告和消费者参与对社交媒体平台的影响

Effects of online advertising and consumer engagement on a social media platform

为了研究在线广告和消费者参与对利润的影响,提出了一个指数形式的公式来描述社交媒体平台在两阶段供应链模型中的实际用户需求.根据广告成本承担主体的不同,提出了3种销售模式:制造商承担广告成本、零售商承担广告成本以及制造商和零售商分摊广告成本.对应3种销售模式构造了3种不同的数学模型进行分析.均衡分析结果表明,提高消费者黏性可以帮助玩家获得更多利润.正常的网络商家在任何情况下都不愿意承担成本.当社区扩散较低时,社交媒体平台愿意承担一定比例的广告成本,以吸引更多的用户参与.另外,社区扩散对制造商的利润具有更显著的提升作用.在社交媒体的背景下,供应链中的参与者应该将重点放在利用广告来改善社区扩散能力,而不是争论成本分担比例.

To investigate the impact of online advertising and consumer engagement on profits,an exponential demand function is proposed to capture user behavior on a social media platform with a two-echelon supply chain model.According to the different subjects of advertising cost,three sales models are proposed:manufacturers bearing advertising cost,retailers bearing advertising cost,and manufactures and retailers sharing advertising cost.Meanwhile,three corresponding mathematical models are constructed for analysis.The equilibrium results demonstrate that improving consumer engagement can help the players earn more profits;however,typical online retailers are often reluctant to bear costs under any circumstances.When community diffusion is low,social media platforms are willing to incur a proportion of advertising costs to attract more user engagement.More meaningful management insights indicate that community diffusion has a more significant effect on manufacturers profit.In the context of social media,supply chain players should leverage advertising to improve social community diffusion rather than focusing on the cost-sharing ratio.