Research On The Decision Of Mobile Coupon Delivery Based On The Value Recognition Of Social Network Endorser

A social network endorser refers to a user who has strong communication capabilities in social networks and is willing to share relevant information with friends.More and more companies,taking advantage of the communication on social networks,are offering mobile coupons as rewards to gain brand awareness.Therefore,in consumers' social networks,it is particularly important to find suitable social network endorsers to share and forward mobile coupons with consumers.However,there is still a lack of research on the analysis of mobile coupon placement decisions in the social network environment.This paper mainly studies the decision-making of mobile coupons based on the recognition of endorser value.(1)In order to achieve the best possible delivery of mobile coupons,highvalue endorsers have been proposed in social networks.Multiple factors such as the number of fans,active time,total number of posts,reposting rate,and endorser's preference for mobile coupon types were taken into consideration.The EVRank algorithm is designed to calculate the numerical results of the social network endorser value quantification,and then the accuracy and efficiency of the algorithm are verified on the Git Hub platform.(2)In order to study the decision-making of mobile coupons,starting from a single endorser and enterprise,this article introduces the endorser's effort level,impression factor,cost coefficient and other parameters.A two-stage Steinberg game model was constructed to analyze the interactive relationship between the corporate mobile coupon placement decision and the endorser's effort level.The study found that in the decision-making of the face value of mobile coupons,the HF profits obtained by placing larger face value mobile coupons are always greater than the LF profits when placing smaller face value.(3)Further,from the perspective of multiple spokespersons,explore the multi-objective optimization decision of enterprises for the placement of mobile coupons of different value spokespersons.Establish a profit optimization model for mobile coupon delivery that takes product prices,different coupon face values,and spokesperson's effort level as decision variables.Furthermore,the HFNSGA algorithm is designed to solve this NP-Hard problem.The results of the calculation example show that the Pareto solution set of the algorithm has better distribution and uniformity.