不同预算约束下影响者选择策略与产品推广效果研究

Research on Influencer Selection Strategy and Product Promotion Effect Under Different Budget Constraints

为深刻剖析企业在不同营销预算情境下,选择不同类型影响者对产品推广效果的具体影响,基于消费者的购买行为、影响者分类及产品信息在社交网络中的传播机制,构建了一个全面的影响者营销模型,并利用多层网络仿真分析企业在多平台上开展影响者营销活动时的影响者选择问题。结果表明:当企业营销预算较低时,雇佣纳米级影响者进行营销是一种更明智的选择;当企业预算较高时,雇佣名人影响者进行产品推广会更加有效;企业可以考虑按照上述营销策略在多个社交网络平台上开展影响者营销活动,全面覆盖潜在消费者以获得更好的推广效果。

To profoundly analyze the specific impacts of selecting different types of influencers on product promotion effectiveness under varying marketing budget scenarios,a comprehensive influencer marketing model was constructed grounded in consumer purchasing behavior,influencer classification,and the dissemination mechanisms of product information within social networks.Furthermore,multi-layer network simulation was used to analyze the influencer selection problem when enterprises carry out influencer marketing activities on multiple platforms.The results indicated that:When the marketing budget of a company is low,hiring nano influencers for marketing is a wiser choice;In a high budget,hiring celebrity influencers is more effective;Firms can consider conducting influencer marketing activities on multilayer social network platforms according to the above marketing strategies,comprehensively covering potential consumers to achieve better promotional effects.