Product Promotion Strategies for Influencers in Social Network Associations

Abstract

The development of the Internet has given birth to a new type of promotion mode, and the selection of promotion agents has become a hot issue. The influence index of the agent itself and the type of its association structure become the key factors affecting the degree of product promotion. In this study, we analyze different types of influencers and their community structure in social networks, study the influence of influencers' community structure and influence on information dissemination, and try to find out the agent selection strategy to obtain the highest promotion efficiency under the lowest budget. Based on these findings, this paper proposes an agent selection strategy for product promotion that integrates influencer type and association structure. The strategy suggests that firms first identify the social network structure of their target market and then select the combination of influencers that maximizes the effect of information dissemination. The findings of this study provide a new perspective and methodology for enterprises to promote their products in social networks, which helps them to utilize social network resources more effectively and enhance the effectiveness and efficiency of product promotion.