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Article
Publication date: 13 October 2023

Junjie Lv, Ruyu Yang, Jianye Yu, Wenjing Yao and Yuanzhuo Wang

Influencer marketing mediated by social media is prevalent in social commerce. Micro-, meso- and macro-influencers all play an irreplaceable role in marketing. The purpose of this…

1986

Abstract

Purpose

Influencer marketing mediated by social media is prevalent in social commerce. Micro-, meso- and macro-influencers all play an irreplaceable role in marketing. The purpose of this paper is to explore how companies with limited budgets choose influencers according to products' various levels of brand familiarity.

Design/methodology/approach

This study constructs an evolutionary game model of influencer marketing based on evolutionary game theory on complex networks. This model initiates various networks to demonstrate how influencers disseminate information and constructs update mechanisms to depict how individuals react to this information based on individuals' information utility and friends' strategies.

Findings

Simulation results suggest that companies should invest more in macro-influencers than in meso-influencers, however investing all in macro-influencers is not a good choice. The investment in meso-influencers will increase as brand familiarity decreases, whereas it will not exceed investment in macro-influencers. Furthermore, the accumulation of micro-influencers can accelerate the marketing process.

Originality/value

This study examines the combined effects of micro-influencers, meso-influencers and macro-influencers in marketing by simulating the marketing process initiated by influencers on social media.

Details

Industrial Management & Data Systems, vol. 123 no. 12
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 1 March 1994

Clement Kong‐Wing Chow and Eric Wing Kwong Tsang

The distribution system in China has been undergoing rapid changes sincethe implementation of the economic reform in late 1978. The relativeperformance of the major players in…

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Abstract

The distribution system in China has been undergoing rapid changes since the implementation of the economic reform in late 1978. The relative performance of the major players in distribution, namely state enterprises, collective enterprises and private businesses has had significant changes. The private sector has been the winner in terms of market share and efficiency. In addition to the entrepreneurial spirit and operational efficiency of the private sector, argues that there are two other important factors accounting for its success. The first determining factor is the relaxation of government policy which has legalized and fostered the development of the sector. The second factor is the change in consumption patterns during the reform. Less staple food but more consumer goods and services are purchased than in the past. These change have further contributed to the booming of the private sector in the distribution system.

Details

International Journal of Retail & Distribution Management, vol. 22 no. 2
Type: Research Article
ISSN: 0959-0552

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