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

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2025, Volume and Issue: unknown

Published: April 8, 2025

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 maximize effectiveness. Design/methodology/approach The integrates utility environment updating mechanisms simulate individual forwarding decisions, utilizing a purchase intention function influenced environmental personal factors, as well number previous purchasers. A pre-experiment was conducted determine optimal time interval, followed numerical simulations comparing single-stage versus two-stage influencer engagement strategies. Findings Results demonstrate that low brand popularity should prioritize investments macro-influencers at initial stage, particularly risk-averse markets. Those medium-to-high benefit more from strategy, where investment ranges 0.5 0.8, while subsequent remains below 0.5. approach is especially effective markets higher proportion risk-seeking consumers. Research limitations/implications study constrained simulation parameters lacks validation real-world data, which may affect generalizability findings. Future research explore empirical strengthen these insights. Originality/value introduces novel optimizing collaborations strategies, providing valuable insights for adapting communication stage.

Language: Английский

Virtual Influencers as Brand Endorsers: Developing and Validating a Multidimensional Evaluation Scale

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(2), P. 90 - 90

Published: May 1, 2025

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness brand endorsers remains underexplored. This study aims to develop consumer-centric scale assess virtual influencers’ social media marketing campaigns. The research methodology follows systematic scale-development process. First, an integrated literature review was conducted establish conceptual model for evaluating influencers. Second, initial pool of evaluation items developed and validated by experts. Third, exploratory factor analysis (EFA) with 208 participants the reliability validity preliminary items. Finally, confirmatory (CFA) 209 performed finalize scale. resulting measurement comprises four key dimensions: communication skills, narrative strategies, visual appearance, human-like movement. By introducing structured method grounded anthropomorphism, this enhances assessment digital

Language: Английский