基于双层网络游戏理论的影响力营销策略研究
Zeguo Qiu1,2, Hao Han3, Yunhao Chen1
1School of Computer and Information Engineering, Harbin University of Commerce, Harbin, China.
PloS one
|September 2, 2025
概括
影响力营销是一个双赢的策略, 能够调整的集群和激励是关键,而追随者的信任对合作的出现影响很小.
科学领域:
- 社会科学
- 商业活动
- 网络理论
背景情况:
- 互联网上的娱乐活动和直播活动也推动了互联网营销.
- 影响力营销已经成为一个关键的内容营销策略.
- 双层网络游戏理论为分析品牌与影响者的互动提供了一个框架.
研究的目的:
- 使用双层网络游戏理论方法建模影响力营销生态系统.
- 分析微层决策和网络结构对宏观层面合作的影响.
- 研究可调节集群在影响者网络形成中的作用.
主要方法:
- 在品牌和影响者之间建立了双层关系网络.
- 使用游戏理论机制来建模互动.
- 介绍并分析了可调节的追随者集群.
- 模拟模型使用化品行业的参数.
主要成果:
- 影响力营销促进了双赢的合作结果.
- 品牌决定受利率,成本和佣金的影响.
- 影响者的行为是由创造性的激励和可调节的集群形成的.
- 产品生命周期和平台提取率影响双方;品牌更敏感.
结论:
- 影响力营销是一个稳定,互利的模式.
- 可调节的集群是影响者网络动态的一个重要因素.
- 这种模式有效地增强了双方的利益,并稳定了商业环境,正如化品行业所证明的那样.
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