Research On The Influence Of Social Media Influencer On Customer Journey And Its Digital Ecosystem In The Context Of Computational Advertising

Social media influencer(influencer)is flourishing in the context of computational advertising,and has gradually become an important participant in the digital ecosystem of computational advertising.In the field of short video live broadcast business,data algorithms and other technologies have been applied to many aspects of advertising,which has promoted the full integration of emerging big data and artificial intelligence technologies in the advertising communication and interaction of influencers.In the existing research on the digital ecosystem of computational advertising,scholars call for more fine-grained research to explore the development path and influence process of emerging entities.This study takes influencers’ content presentation and dissemination interaction in the context of computational advertising as the entry point,introduces the perspective of user journey,and based on previous research,refines the granularity to explore the medium and micro influencers in the short video live broadcast business scenario(The size of followers is between 100,000 and 1million)in calculating the influence of advertising ecosystem on user journey and digital ecosystem.This research mainly focuses on two levels of issues: first,how influencers use the characteristics of computational advertising to influence different stages of the user journey(pre-consumption,consumption and post-consumption stages);second,how influencers interact with users The impact of communication and interaction at different stages of the journey on the computational advertising digital ecosystem?Based on the research questions,this study is divided into four sub-studies: the first to the third sub-studies respectively explore the impact of content presentation and dissemination interaction of influencer characteristics on the three stages of the user journey through quantitative analysis methods such as questionnaire survey and structural equation model(pre-Consumption,consumption and post-consumption);the fourth sub-study will be based on the first three sub-studies,based on the system dynamics theory,and use the simulation method to further explore influencers’ impact on user journey and ecosystem from a macroecological perspective Impact.While considering the interaction between influencers and users and their impact on the digital ecosystem,each sub-study focuses on ecological energy conversion and sustainable development based on the symbiosis theory.Sustainable development,while considering short-term operational transformation goals,we must also consider long-term sustainable development and accumulate our own influence and social capital.In the pre-consumption stage,the study further explained the impact of computational advertising characteristics(computational matching technology perception,personalized perception of content)and social media influencer personal characteristics(professionalism,charisma)on users’ psychological perception and behavioral decision-making.The study finds that computing matching technology perception and personalized content perception have complementary effects on users’ homogeneity perception and demand cognition.That is,influencer advertisements in short video live broadcast business scenarios can be accurately pushed through the cooperation of focusing algorithms,thereby accurately stimulating users’ needs and purchase intentions.In terms of long-term influence improvement and social capital accumulation,influencers should focus more on user portraits,increase users’ ability to perceive personalized content,and then improve users’ homogeneity perception and willingness to pay attention.In the consumption stage,the study further explored the influence of influencers on user behavior decision-making by stimulating users’ flow experience through real-time interaction,social presence,and marketing strategies(professional persuasion,perceived scarcity,and price discounts)in the presentation of content with integrated features.Impact.Under the empowerment of technology,influencer advertising can promote users’ impulsive purchase and user stickiness through social presence,and can effectively achieve the short-term and long-term goals of advertising by triggering users’ flow experience.For real-time interaction,the research results show that only by triggering the user’s flow experience,real-time interaction can effectively improve the user’s impulsive buying behavior.In terms of marketing strategies,when influencers carry out professional persuasion and perception scarcity strategies,they should not only focus on their short-term advertising conversion rate,but also stimulate users’ flow experience through strategic improvement and stimulate longterm relationships between users and influencers.For the price discount strategy,there is no statistically significant effect on the user’s flow experience and impulsive purchase,but it has a promoting effect on improving user stickiness.In the post-consumption stage,the research focuses on the influencer’s content dissemination characteristics(empathy),computing advertising platform technical characteristics(presence),and the accumulation of users in the early stage(user stickiness)formed by the fusion of the two characteristics,online relationship with users and The impact of user value co-creation.The results show that in the process of content creation and dissemination,arousing user empathy can promote the establishment of a stable online relationship between the influencer and the user on the platform,and then promote the value co-creation behavior of the user.In addition,by actively using computational advertising technology and platform functions,influencers can effectively enhance the online relationship with influencers and platforms while enhancing users’ sense of presence,and promote users to have more active co-creation behaviors.However,the user stickiness accumulated by influencers in the early stage will not directly promote the value co-creation behavior of users.Positive value co-creation outcomes can only be formed through the establishment of online relationships.The simulation study of system dynamics explores the impact of influencers on the accelerated transformation and information connection of the main symbiotic units(brand owner and platform)and the main symbiotic relationship of the computational advertising digital ecosystem through the interaction with users.And based on the relevant literature on the computational advertising digital ecosystem and the framework of the computational advertising digital ecosystem deduced from the symbiosis theory,the causal loop diagram is used to describe the main influence mechanism of influencers in the sustainable development of the digital ecosystem.Visually analyze and present influencers’ research on user journeys in the pre-consumption stage,consumption stage and post-consumption stage,and on this basis,further discuss the key points of influencers in content presentation and dissemination interaction within the simulation time The trend impact of variables on the key variables(such as brand exposure,brand satisfaction,platform activity,platform usage satisfaction,etc.)of the main symbiotic units in the digital advertising ecosystem is calculated.The innovation and theoretical contribution of this study lies in the innovative connection of existing research in the field of influencer marketing and computational advertising ecosystem in terms of research fields.In terms of research perspective,it innovatively introduces the perspective of user journey,which deepens the concept of influencers as "social travel companions" in the user journey.In terms of research methods,the innovative use of quantitative methods and system dynamics simulation experiments has enriched the influence of existing influencers on user psychology and behavior perception and the digital ecosystem of computational advertising.