Research on Influencer Selection Strategy and Product Promotion Effect Under Different Budget Constraints
To profoundly analyze the specific impacts of selecting different types of influencers on product promotion effec-tiveness under varying marketing budget scenarios,a comprehensive influencer marketing model was constructed grounded in con-sumer purchasing behavior,influencer classification,and the dissemination mechanisms of product information within social net-works.Furthermore,multi-layer network simulation was used to analyze the influencer selection problem when enterprises carry out influencer marketing activities on multiple platforms.The results indicated that:When the marketing budget of a company is low,hiring nano influencers for marketing is a wiser choice;In a high budget,hiring celebrity influencers is more effective;Firms can consider conducting influencer marketing activities on multilayer social network platforms according to the above mar-keting strategies,comprehensively covering potential consumers to achieve better promotional effects.
万方数据
维普
