Social media are extensively used in today's world, and facilitate quick and easy sharing of information, which makes them a good way to advertise products. Influencers of a social media network, owing to their massive popularity, provide a huge potential customer base. However, it is not straightforward to decide which influencers should be selected for an advertizing campaign that can generate high returns with low investment. In this work, we present an agent-based model (ABM) that can simulate the dynamics of influencer advertizing campaigns in a variety of scenarios and can help to discover the best influencer marketing strategy. Our system is a probabilistic graph-based model that provides the additional advantage to incorporate real-world factors such as customers' interest in a product, customer behavior, the willingness to pay, a brand's investment cap, influencers' engagement with influence diffusion, and the nature of the product being advertized viz. luxury and non-luxury. Using customer acquisition cost and conversion ratio as a unit economic, we evaluate the performance of different kinds of influencers under a variety of circumstances that are simulated by varying the nature of the product and the customers' interest. Our results exemplify the circumstance-dependent nature of influencer marketing and provide insight into which kinds of influencers would be a better strategy under respective circumstances. For instance, we show that as the nature of the product varies from luxury to non-luxury, the performance of celebrities declines whereas the performance of nano-influencers improves. In terms of the customers' interest, we find that the performance of nano-influencers declines with the decrease in customers' interest whereas the performance of celebrities improves.
翻译:当今世界广泛使用社交媒体,促进快速和轻松的信息共享,从而成为宣传产品的好途径。社交媒体网络的影响力者,由于其广受欢迎,提供了巨大的潜在客户基础。然而,决定哪些影响力者应被选用于广告宣传运动,以低投资产生高回报,并不简单。在这项工作中,我们提出了一个基于代理的模型(ABM),可以模拟影响力者在各种情景中宣传运动的动态,有助于发现最佳影响力者营销战略。我们的系统是一种基于图表的概率模型,它提供了额外的优势,将真实世界因素,如客户对产品的兴趣、客户行为、支付意愿、品牌投资上限、影响者参与影响力扩散以及产品的性质等纳入广告宣传运动。在这个模型中,我们提供了一个基于代理商的模型(ABM),它可以模拟影响力在各种情况下,以不同程度的内压力为影响者的表现。我们从产品的性质、客户行为表现的稳定性和稳定性的角度,可以改善我们的内值的稳定性,而我们作为内值的内值影响者则会提高我们的内值。