社交网络中不同类型影响者产品推广效果研究  

Research on the Product Promotion Performance of Different Types of Influencers in Social Networks

作　　者：王宇[1] 郑锐[1,2] 李毅 WANG Yu;ZHENG Rui;LI Yi(School of Safety Science and Emergency Management,Wuhan University of Technology,Wuhan 430070,China;不详)

机构地区：[1]武汉理工大学安全科学与应急管理学院,湖北武汉430070 [2]武汉理工大学中国应急管理研究中心,湖北武汉430070 [3]西安交通大学管理学院,陕西西安710049

出　　处：《武汉理工大学学报（信息与管理工程版）》2023年第6期892-900,共9页Journal of Wuhan University of Technology：Information & Management Engineering

基　　金：国家自然科学基金项目(72101193);教育部人文社科基金项目(21YJC630173);武汉理工大学博士科研启动经费项目(40120596).

摘　　要：为探究社交网络中不同类型影响者的选择准则和产品推广效果,基于影响者粉丝数量的相对大小对影响者进行分类,研究节点度、局部中心性、邻域中心性和三跳衰减中心性4种影响力度量指标对不同类型影响者的适用性,基于独立级联信息传播模型并结合BA人工网络和Enron电子邮件网络,考虑不同类型影响者的佣金成本差异,仿真分析在相同预算约束下不同类型影响者的产品推广效果。结果表明:①基于节点度的方法在选择超级影响者时表现较好,而三跳衰减中心性方法在选择其他影响者时表现更好;②在初始影响者数量约束下,影响者的产品推广效果与粉丝数量成正比;③在相同预算约束下,纳米影响者的产品推广效果优于其他影响者。In order to explore the selection criteria and product promotion performance of different types of influencers in social networks,the influencers were classified based on the relative size of the number of fans of the influencers,and the applicability of the four influence metrics of node degree,local centrality,neighborhood centrality and three-hop attenuation centrality to different types of influencers was studied.Based on the independent cascade information dissemination model,combined with BA artificial network and Enron e-mail network,considering the commission cost difference of different types of influencers,the product promotion effect of different types of influencers under the same budget constraint was simulated and analyzed.The results show that:①The method based on node degree performs better when selecting mega influencers,while the three-hop decay centrality method performs better when selecting other influencers;②Under the restriction of the number of initial influencers,the product promotion effect of influencers is directly proportional to the number of fans;③Under the same budget constraints,the product promotion performance of nano influencers is better than that of other influencers.

关 键 词：影响者营销 产品推广 影响者类型 社交网络 仿真模拟 

分 类 号：G206[文化科学—传播学]