Uncertain KOL Selection With Multiple Constraints in Advertising Promotion

Jin, Meiling; Ning, Yufu; Li, Bo; Liu, Fengming; Gao, Chunhua; Gao, Yichang

doi:10.1109/access.2021.3121518

Cited by 11 publications

(5 citation statements)

References 34 publications

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“…A methodological review of opinion leader selection by Bamakan et al [ 4 ] reveals the dominance of mathematical selection models. In follow-up studies, the selection models of opinion leader and KOL is constantly refining contextual considerations (e.g., e-commerce business, uncertainty, time) [ 57 , 78 , 79 ]. Although our findings cannot provide a detailed mathematical model derivation process, our study identified a new context for improving the KOL selection model that UT existing in the LSC.…”

Section: Resultsmentioning

confidence: 99%

“…Samson and Voyer [ 99 ] pointed out that systems 1 relies on individual intuition and affective clusters. KOL’s attractiveness, such as appearance and personality, does not seem to be directly related to the product, but indirectly determines the consumer’s positive impression of the product [ 7 ], which becomes the basis for consumers to make quick decisions based on intuition [ 57 ]. Meanwhile, attractiveness is also a part of affective clusters [ 53 ], Principe and Langlois [ 94 ] argued that more attractive faces could evoke positive affective reactions, which indicated a positive relationship between attractiveness and affective.…”

Section: Theoretical Research Framework and Hypothesis Developmentmentioning

confidence: 99%

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A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory

Jin

2022

Electron Commer Res

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Drawing on the dual-systems theory (DST), this study proposes a research model that focuses on how the characteristics of the key opinion leader influence consumers’ purchase intention in live streaming commerce (LSC). We collected data through questionnaire surveys from samples of consumers in China ( N = 467), which indicated that key opinion leader’s characteristics (i.e., attractiveness, trustworthiness, expertise) are all positively related to purchase intention. Importantly, the mediator analyses indicated that the effect of systems 1 on the relationship between attractiveness and purchase intention persisted is persistent, regardless of the type of goods purchased by the consumers (utilitarian or hedonic). This finding highlights the importance of attractiveness and reveals unconscious thought (UT) of consumers when shopping in LSC. This study provides a new theoretical perspective (i.e., DST) to identify attractiveness as a determinant of purchase intention in LSC and influence purchase intention by activating systems 1, thus solving the problem of identifying key factors in stimulus–organism–response theory. Besides, our results identify and test UT in LSC. The practical implications of these findings are to provide guidance for the selection of key opinion leaders in LSC and the development of live streaming industry.

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Section: Resultsmentioning

confidence: 99%

Section: Theoretical Research Framework and Hypothesis Developmentmentioning

confidence: 99%

A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory

Jin

2022

Electron Commer Res

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“…KOLs generally realize traffic using product endorsements, live broadcasts, etc. Because of the adage "those who get traffic get the world," the number of KOL fans determines a KOL's income [2]. KOL marketing has attracted attention in marketing and communication at home and abroad.…”

Section: Introductionmentioning

confidence: 99%

Path Analysis of KOL Marketing and its influence on consumers' purchase decisions: Taking the Beauty Make-Up Blogger on Tiktok as an Example

Zhang¹

2023

BCPBM

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In recent years, with the rapid development of the self-media industry, social platform users have become a wide range and many users. Meanwhile, a large number of KOL emerged. The social platform has become one of the main ways of advertising communication, and brands and consumers have also favored KOL advertising marketing. Although there is yet to be a successful KOL, there may still be a need for relevant theories or clear ideas for many bloggers who are developing or aspiring to become KOL. Therefore, this study explores the impact of KOL marketing characteristics on consumer purchase decisions. From the perspective of consumers, based on the method of comparative analysis of fewer cases, this paper first makes a case study of two Tiktok makeup bloggers, then analyzes the internal mechanism of KOL marketing, and finally obtains the benign path of KOL marketing, which provide replicable reference experience for KOL who operate their accounts or who want to be KOL.

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“…2019 ), uncertain vehicle routing optimization problems (Ning and Su 2017 ), uncertain advertising promotion (Jin et al. 2021 , 2023 ) and so on. An effective way to deal with uncertainty is building programming models (Jin et al.…”

Section: Introductionmentioning

confidence: 99%

A new uncertain multi-objective programming model with chance-entropy constraint for advertising promotion

Jin

Liu

Ning

et al. 2023

J Ambient Intell Human Comput

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The COVID-19 outbreak has forced people to stay at home to prevent the spread of the virus. In this case, social media platforms have become the main communication venue for people. Online sales platforms have also become the main field for people’s daily consumption. So, how to make full use of social media to carry out online advertising promotion, and then achieve better marketing, is one of the core issues that the marketing industry must pay attention to and solve. Therefore, this study takes the advertiser as the decision-maker, maximizes the number of full playing, likes, comments and forwarding, and minimizes the cost of advertising promotion as the decision-making goals, and Key Opinion Leader (KOL) selection as the decision vector. Based on this, a multi-objective uncertain programming model of advertising promotion is constructed. Among them, the chance-entropy constraint is proposed by combining the entropy constraint and the chance constraint. In addition, the multi-objective uncertain programming model is transformed into a clear single-objective model through mathematical derivation and linear weighting of the model. Finally, the practicability and effectiveness of the model are verified by numerical simulation, and decision-making suggestions for advertising promotion are put forward.

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Uncertain KOL Selection With Multiple Constraints in Advertising Promotion

Cited by 11 publications

References 34 publications

A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory

A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory

Path Analysis of KOL Marketing and its influence on consumers' purchase decisions: Taking the Beauty Make-Up Blogger on Tiktok as an Example

A new uncertain multi-objective programming model with chance-entropy constraint for advertising promotion

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