The Method Of Using Influential Users From The Social Networks To Launch Advertisements

On the social network,selecting a suitable network user as advertisement spokesman and making a corresponding advertisement pricing strategy have become a hot topic in the marketing management area.Because of the effects from social network,the traditional method hardly solves above problems.In order to assist the enterprises to utilize this new advertisement mode,we deeply study the factors of network influence from users and the process of producing advertisement effects.Based on the analyze,we establish the method of measuring advertisement performance and the model of advertisement pricing,which provides theoretical basis and decision method for the enterprises who utilize users to launch advertisement.Frist,This paper analyzes the factors and relationship between the network influence and advertisement effects based on the social capital theory and AISAS model.We recognize the process of the network users launching advertisement and establish the input and output advertisement index systems.Second,This paper chooses the advertisement performance as the standard of seeking for advertisement spokesman.The model of measuring the advertisement performance will be established.The final values will be help to form the selecting strategy of advertisement spokesman.Third,on the basis of Stackelberg model,we design two-phrase advertisement pricing model.The model can give us a reasonable advisement price.The above methods are efficient and operational after tested by the experience.The creativities of this paper are generalized by the three following point:(1)We first apply advertisement performance as our standard of selecting suitable users.(2)The preference and dynamic cross-efficiency DEA model we built can accurately measure social network advertisement performance.(3)The two-phrase advertisement pricing model is established by the Game theory.