信息流平台的营销曝光效果研究——基于关键意见领袖营销沟通的分  

Marketing Exposure Effect of Information Flow Platform:An Analysis Based on Key Opinion Leader Marketing Communication

作　　者：曾伏娥[1] 曾怡萱 王雪莹 张天祐 ZENG Fu-e;ZENG Yi-xuan;WANGXue-ying;ZHANG Tian-you(Economics and Management School,Wuhan University)

机构地区：[1]武汉大学经济与管理学院

出　　处：《中国工业经济》2024年第6期174-192,共19页China Industrial Economics

基　　金：教育部哲学社会科学研究重大课题攻关项目“我国重点产业链压力测试的理论、方法和实施框架研究”(批准号22JZD012);国家自然科学基金青年项目“人工智能产品角色对消费者产品评价的影响研究:基于角色理论视角”(批准号71902067);国家自然科学基金青年项目“更新换代新产品上市时间管理研究”(批准号72202059)。

摘　　要：随着信息流平台的快速发展,关键意见领袖(KOL)已成为营销沟通的主导力量。KOL作为一种与消费者在线沟通的有效媒介,鲜有研究深入分析其数量如何影响他们在信息流平台的曝光效果。本文基于一个信息流平台的面板数据,利用Poisson模型探索KOL数量对营销曝光效果的影响。结果发现,KOL数量对首位曝光效果具有正向影响,对多重曝光效果存在非线性影响。此外,信息流平台高效的推荐算法加剧了多重曝光的负面影响。通过深入探讨信息流平台KOL营销曝光效果的影响机制,本文挑战了以往的管理直觉,为KOL的相关研究提供了新的视角,发现与更多的KOL合作不一定会带来更好的营销曝光效果。本文对于优化信息流平台的沟通策略从而提高企业与消费者的营销沟通效果、实现品牌最终效益最大化具有指导意义。In the information flow era,enterprises increasingly leverage key opinion leaders(KOLs)on information flow platforms to enhance marketing communication and achieve greater exposure.This study investigates whether collaborating with more KOLs genuinely benefits marketing performance and examines the differences in marketing performance between KOL collaborations on information flow media platforms and traditional media platforms.By using panel data from a short video platform,this study employs a Poisson model to analyze the relationship between the number of KOLs and marketing exposure effects.The findings reveal an inverted U-shaped relationship between the number of KOLs and marketing exposure.Initially,as the number of KOLs increases,the total number of orders rises because more KOLs help disseminate information more broadly and enhance brand credibility,thereby increasing users'purchase intentions.However,beyond a certain threshold,additional KOLs lead to negative effects due to perceived commercial motives and reduced credibility.Furthermore,this study distinguishes between first-exposure effects and multiple-exposure effects.While the number of KOLs positively impacts first-exposure effects,indicating that users make purchases after initially encountering KOL content,multiple-exposure effects exhibit a non-linear inverted U-shape.This indicates that excessive exposure can trigger negative reactions from consumers,reducing the credibility of KOLs.This study also finds that the efficiency of recommendation algorithms significantly moderates the impact of the number of KOLs.High-efficiency recommendation algorithms increase the frequency of repeated exposure to the same user,amplifying the negative impact of multiple exposures and shifting the inverted U-shaped curve leftward.In this case,brands should reduce the number of KOL collaborations to avoid negative effects.This study provides new insights into KOL marketing mechanisms in the streaming media era,challenging the traditional intuition that more KOL col

关 键 词：关键意见领袖 曝光效果 首位曝光 多重曝光 说服知识 

分 类 号：F274[经济管理—企业管理]