Research On Information Diffusion Mechanism And Promotion Decision Models Of Social Media Advertising In Uncertain Environment

The outbreak of COVID-19 forced people to stay at home to fight against the spread of the virus.Although staying at home affected people’s normal life,study and work,it also promoted the development of all kinds of online business.Social media platforms have become the main communication venues and information sources for people.And,online platform sales have also become the main battlefield of people’s daily consumption,which brings hurge challenges to companies that are used to traditional offline advertising and marketing.Therefore,how to make full use of social media to carry out online advertising promotion to achieve better marketing is one of the core issues that the marketing industry must pay attention to and solve when switching from offline to online.Online advertising is an important part of social media marketing.By sorting out and summarizing the existing relevant literature,it is found that there are the following areas that need to be further improved:(1)The analysis of the influencing factors of social media information diffusion is relatively simple,and the influence of various factors on information diffusion is not systematically analyzed;(2)Most of the current research does not consider the influence of uncertain factors,and lacks completeness;(3)There is a lack of systematic analysis of KOL,that is,Key Opinion Leader,grading and evaluation,and the evaluation index system is not comprehensive enough;(4)The decision-making of social media advertising promotion is not only the choice of promoters,but also the overall scheduling and reasonable arrangement of multiple KOLs.Therefore,in order to provide optimal advertising promotion decisions for social media marketing practitioners,this thesis fully considers the influence of uncertain factors in social media advertising promotion,and analyzes the diffusion of advertising information,the grading evaluation of advertising promoters,and advertising promotion decisions.The research is carried out in three aspects,and the main contributions are as follows:(1)Construct the dynamic system model of social media advertising information diffusion based on uncertain environment.Dig out the influencing factors in the social media advertising information diffusion system,and make a causal analysis of the relationship between the system elements from the promotion level,reception level and control level,respectively.The control level includes the uncertain influence process of diffusion environmental noise on information diffusion,constructs the causality diagram and system flow diagram of the whole system,and further constructs the system dynamics model.Finally,through the system simulation by running VENSIM PLE,the influence of various factors on the system is discussed.On this basis,the advertising promotion suggestions of social media marketing platform are put forward.(2)Constructed an uncertain evaluation model for KOLs grading.Based on the analysis and hierarchical classification of the influencing factors of social media advertising KOLs,the evaluation index system of KOL promotion ability is constructed,and the evaluation set is considered as an uncertain variable,which is considered as an uncertain variable,and an uncertain comprehensive evaluation model of KOL promotion ability is established,which is deduced and calculated with uncertainty theory.Finally,the promoters are graded and evaluated based on an example to verify the effectiveness of the model.(3)Construct a decision-making model of social media advertising promotion with advertisers as decision-makers in an uncertain environment.Taking KOL selection planning as the research entry point,an uncertain single-target advertising promotion decision-making model and an uncertain multi-target advertising promotion decision-making model with advertisers as decision-makers are constructed.Furthermore,two uncertain programming models are derived and transformed.Thus,the optimal advertising promotion decision is obtained.This provides advertisers with guiding suggestions for advertising promotion.(4)Construct a decision-making model of social media advertising promotion with MCNs as decision-makers in an uncertain environment.The goal of MCN Company,whose full name is Multi-Channel Network,which is an online celebrity organization that helps contracted talent to continuously output and monetize content,is to maximize its own income on the basis of meeting the promotion requirements of advertisers.Based on this,this thesis constructs an uncertain advertising promotion decision model that does not consider realistic constraints and an uncertain advertising promotion decision model that considers realistic constraints,with MCN as the decision maker.Secondly,the model is derived and transformed.Finally,the comparative analysis of the two models is carried out through numerical simulation experiments,and the influence of realistic constraints on the promotion goals is discussed,which provides theoretical support for MCN’s advertising promotion decisions.There are three innovations in this thesis: Firstly,considering the uncertainty in the social media advertising information diffusion system,a new advertising information diffusion dynamic model is constructed;In addition,social media advertising promoters were rated in an uncertain environment;Finally,taking the KOL selection planning as the research entry point,the social media advertising promotion decision-making research based on the two decision makers of the advertiser and the MCN company was carried out,and four uncertain advertising promotion decision-making models were constructed.This thesis provides powerful decision support for the media marketing industry.