一种新的不确定的多目标编程模型,用于广告推广的机会制
Meiling Jin1, Fengming Liu2, Shize Ning3
1School of Management, Shanghai University, Shanghai, 200444 China.
本研究介绍了一种优化社交媒体广告的模型. 它通过选择关键意见领袖 (KOLs) 来促进促销,帮助广告商最大限度地提高参与度并最大限度地降低成本.
科学领域:
- 营销 营销 营销 营销 营销
- 数据科学数据科学数据科学
- 运营研究 运营研究
背景情况:
- 随着COVID-19大流行,在线通信和消费发生了转变,人们越来越依赖社交媒体和电子商务.
- 在社交媒体上有效推广在线广告对企业至关重要.
研究的目的:
- 开发一个多目标不确定的编程模型,以优化社交媒体广告推广.
- 确定最佳的关键意见领袖 (KOL) 选择策略,以最大限度地提高参与度,降低成本.
主要方法:
- 制定了一个多目标不确定的编程模型,广告商作为决策者.
- 引入了一种新的机会-制约束,将和机会约束结合起来.
- 通过数学推导和线性权重将模型转化为一个清晰的单一目标模型.
主要成果:
- 通过数值模拟验证了模型的实用性和有效性.
- 开发的模型为数据驱动的广告决策提供了一个框架.
- 确定了影响在线促销最佳KOL选择的关键因素.
结论:
- 拟议的模型提供了一个强大的方法来提高在线广告的有效性.
- 为广告商提供可操作的见解,以应对社交媒体营销挑战.
- 支持数字营销活动中的战略决策.
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