“网红”还是“版主”:网络营销中产品代言人的选择问题研究  

Online Celebrity or Board Moderator:Brand Endorser Selection Problem for Online Word-of-Mouth Marketing

作　　者：李锋[1] 袁士超 朱彦霖 LI Feng;YUAN Shi-chao;ZHU Yan-lin(School of Business Administration,South China University of Technology,Guangzhou 510640,Guangdong,China)

机构地区：[1]华南理工大学工商管理学院,广东广州510640

出　　处：《华南理工大学学报（社会科学版）》2020年第4期52-66,共15页Journal of South China University of Technology(Social Science Edition)

基　　金：国家自然科学基金项目(71572070);国家自然科学基金重点国际(地区)合作研究项目(71720107002);广东省自然科学基金研究团队项目(2017A030312001)。

摘　　要：现实中企业常常邀请网络中具有庞大“粉丝”群体的“网红”代言产品,但是研究中企业特别关心的投资回报率问题却较少涉及。为此,对比分析了由网络中社团中心节点,即“版主”发起口碑信息扩散,其网络营销的效果和投资回报率问题。通过应用多智能体建模方法,得出仿真结果,其数据分析表明:网络中多个“版主”同步发起口碑信息扩散,达到的口碑扩散效果能够超过一个“网红”发起口碑信息扩散的效果。更重要的是,考虑到“网红”用户高昂的代言费用,网络“版主”的口碑营销投资回报率指标表现远远超过“网红”用户的投资回报率指标。这些结论凸显了企业对网络用户的社团划分以及选择社团的“版主”代言产品的重要价值。Seeing that online celebrities with huge fans or audiences usually are invited to act as brand endorsers while the return on investment(ROI)which is concerned by the enterprises is seldom addressed,several different source node selection strategies are tested on multi-agent modeling and simulation platform.Basically,the core nodes from communities in social network,board moderators called in this paper,are also chosen as the source node(s)for word-of-mouth information diffusion.Through simulation approach,influences of the different source nodes are calculated,especially the ROI.According to simulation results,more than one board moderators are chosen as the sources nodes,the coverage ratio of information diffusion will be better than that of one online celebrity node.More importantly,the ROI for board moderators is extraordinarily greater than that of online celebrity.These results imply that partitioning communities of online social network is very valuable,and enterprises will much benefit from inviting board moderators as brand endorsers.

关 键 词：网红 口碑营销 源头节点选择 社团划分 产品代言人 

分 类 号：C931[经济管理—管理学]