A game model for information dissemination in live streaming e‐commerce environment

Liu, Jun-Jie; Yao, Wenjing; Wang, Yuanzhuo; Wang, Zichen; Jiang, Yu

doi:10.1002/dac.5010

Cited by 19 publications

(15 citation statements)

References 50 publications

(45 reference statements)

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“…Based on the evolutionary game of complex networks, Yu et al (2019) summarized the social evolutionary game model in which individual strategies and network structures co-evolve and validated the model with real data from Twitter and Sina Weibo. Currently, the social evolutionary game model has been applied in practice in the field of social commerce (Lv et al, 2020) and live streaming e-commerce (Lv et al, 2022).…”

Section: Theoretical Foundationmentioning

confidence: 99%

Macro-influencers or meso-influencers, how do companies choose?

Lv,

Yang,

et al. 2023

IMDS

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PurposeInfluencer marketing mediated by social media is prevalent in social commerce. Micro-, meso- and macro-influencers all play an irreplaceable role in marketing. The purpose of this paper is to explore how companies with limited budgets choose influencers according to products' various levels of brand familiarity.Design/methodology/approachThis study constructs an evolutionary game model of influencer marketing based on evolutionary game theory on complex networks. This model initiates various networks to demonstrate how influencers disseminate information and constructs update mechanisms to depict how individuals react to this information based on individuals' information utility and friends' strategies.FindingsSimulation results suggest that companies should invest more in macro-influencers than in meso-influencers, however investing all in macro-influencers is not a good choice. The investment in meso-influencers will increase as brand familiarity decreases, whereas it will not exceed investment in macro-influencers. Furthermore, the accumulation of micro-influencers can accelerate the marketing process.Originality/valueThis study examines the combined effects of micro-influencers, meso-influencers and macro-influencers in marketing by simulating the marketing process initiated by influencers on social media.

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Section: Theoretical Foundationmentioning

confidence: 99%

Macro-influencers or meso-influencers, how do companies choose?

Lv,

Yang,

et al. 2023

IMDS

Self Cite

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“…In the modeling literature, Zhu and Liu [ 46 ] discussed four models for live streaming e-commerce logistics service supply chains (LSE-LSSC), compared the optimal product prices, logistics service levels, and profits of the related players, and further investigated the impacts of a cost-sharing mechanism on the LSE-LSSC. Lv et al [ 31 ] presented a live streaming information dissemination game model to simulate multiple complex live streaming e-commerce networks and pointed out that the broadcasters or merchants in live streaming e-commerce can implement reasonable incentive strategies to promote information dissemination in different reputation environments through social networks. Mao et al [ 32 ] studied the pricing strategy of new products when they are launched in live streaming considering consumer uncertainty and network externality, and found that whether to adopt penetration pricing strategy or skimming pricing strategy for new products depends on the impact of live streaming, consumer uncertainty, and network externality.…”

Section: Related Literaturementioning

confidence: 99%

Reselling or agency selling? The strategic role of live streaming commerce in distribution contract selection

Wang

Zhao

2022

Electron Commer Res

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The booming live streaming business has increased the number of consumer options for purchase channels, which has had a significant impact on firm sales models and management practices. This paper considers a multiechelon supply chain in which an upstream supplier can sell products through an online platform and a live streaming sales channel, and the online platform can choose to sign a reselling agreement or an agency selling agreement with the supplier. By constructing a Stackelberg game, we theoretically derive the equilibrium strategies of the supply chain members under different selling agreements in the presence of a live streaming sales channel. Specifically, we find that under the reselling agreement, the optimal retail price for the platform decreases with an increase in the commission rate, while the retail price for the live streaming channel always increases with an increase in the commission rate, and the relationship between the wholesale price and the commission rate depends on the ratio of the coefficient on the internet celebrity’s effort for the live streaming channel to that for the online platform. Under the agency selling agreement, there is a threshold in the agency fee. The impact of the commission rate on pricing strategy on one side of the threshold is opposite that on the other side. Furthermore, we numerically explore the impacts of the system parameters on the selection of the sales model, profit, and the decision-making of the supply chain members and identify the conditions under which agency selling and reselling are chosen when there is a live streaming sales channel. Interestingly, we find that the internet celebrity should not charge a commission rate that is too large; otherwise, it harms others without benefiting the celebrity. Moreover, when the supplier chooses to hire an internet celebrity to sell goods via live streaming, the supplier should choose a celebrity with either an extremely large following or with little influence but should not choose a celebrity with only moderate influence.

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“…As an intermediary of communication, Internet celebrity links consumers and products to maximize the benefits of marketing. Lv et al (2022) pointed out that multiple problems existed in the development of the Internet celebrity economy, such as the Internet celebrity’s short life cycle, the lack of trust of consumers, the serious content homogenization and vulgarization, and the lack of a relatively perfect system ( Lv et al, 2022 ); Özmen et al (2022) held that the Internet celebrity economy greatly impacted the consumption behavior of young people and establishing a correct and healthy consumption concept and preventing an impetuous atmosphere were necessary ( Özmen et al, 2022 ); Tridalestari et al (2022) pointed out that as a new economic force, the Internet celebrity economy had many problems in its development, but its development prospect was unstoppable ( Tridalestari et al, 2022 ).…”

Section: Research Statusmentioning

confidence: 99%

The Correlation Analysis for New Media Internet Celebrity Economy in College Students’ Entrepreneurial Values and Entrepreneurial Behavior

Xiang

Wang

2022

Front. Psychol.

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Driven by the development of new media, the Internet celebrity economic marketing model has gradually become one of the mainstream online marketing models. It has aroused warm attention on the network platform and provided a breakthrough for entrepreneurship for college students. This thesis aims to explore the influence of the Internet celebrity economy on college students’ entrepreneurial values and entrepreneurial behavior. A questionnaire is conducted among students in two colleges in Xi’an. Moreover, a theoretical model is constructed according to the influence principle of entrepreneurial values on entrepreneurial behavior. The reliability and validity of the questionnaire data are analyzed, and the mediating and moderating effects are tested. The results of the questionnaire show that contemporary college students generally pay attention to Internet celebrity mainly through live broadcast platforms and shopping platforms, among which entertainment and shopping account for the largest proportion. More than 40% of college students are optimistic about the impact of Internet celebrity economy and remain rational and objective on the whole. The results of model analysis show that the standardized path coefficient of entrepreneurial values on entrepreneurial behavior reaches a significant level of 0.85, and entrepreneurial values have a positive and significant impact on entrepreneurial behavior. The influence coefficient of the Internet celebrity economy on entrepreneurial intention is 0.79, and the influence coefficient of entrepreneurial intention on entrepreneurial behavior is 0.84, both reaching a significant level. The entrepreneurial intention has an incomplete intermediary effect in the influence mechanism of the Internet celebrity economy on entrepreneurial behavior. The chain double intermediary composed of entrepreneurial motivation and entrepreneurial intention has an incomplete intermediary effect in the indirect impact path of the Internet celebrity economy on entrepreneurial behavior. The influence coefficient of the product of entrepreneurial intention and entrepreneurial policy satisfaction on entrepreneurial behavior is 0.17, which is always greater than −12.28, indicating that entrepreneurial policy satisfaction has a regulatory effect in the impact path of entrepreneurial intention on entrepreneurial behavior. The research results can guide college students to view the Internet celebrity economy rationally and objectively, and provide some guidance for them to have correct entrepreneurial values.

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A game model for information dissemination in live streaming e‐commerce environment

Cited by 19 publications

References 50 publications

Macro-influencers or meso-influencers, how do companies choose?

Macro-influencers or meso-influencers, how do companies choose?

Reselling or agency selling? The strategic role of live streaming commerce in distribution contract selection

The Correlation Analysis for New Media Internet Celebrity Economy in College Students’ Entrepreneurial Values and Entrepreneurial Behavior

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