Jin Meiling, Liu Fengming, Ning Shize, Liu Chang, Gao Chunhua
School of Management, Shanghai University, Shanghai, 200444 China.
Business School, Shandong Normal University, Jinan, 250014 China.
J Ambient Intell Humaniz Comput. 2023;14(7):9651-9665. doi: 10.1007/s12652-023-04638-1. Epub 2023 May 22.
The COVID-19 outbreak has forced people to stay at home to prevent the spread of the virus. In this case, social media platforms have become the main communication venue for people. Online sales platforms have also become the main field for people's daily consumption. So, how to make full use of social media to carry out online advertising promotion, and then achieve better marketing, is one of the core issues that the marketing industry must pay attention to and solve. Therefore, this study takes the advertiser as the decision-maker, maximizes the number of full playing, likes, comments and forwarding, and minimizes the cost of advertising promotion as the decision-making goals, and Key Opinion Leader (KOL) selection as the decision vector. Based on this, a multi-objective uncertain programming model of advertising promotion is constructed. Among them, the chance-entropy constraint is proposed by combining the entropy constraint and the chance constraint. In addition, the multi-objective uncertain programming model is transformed into a clear single-objective model through mathematical derivation and linear weighting of the model. Finally, the practicability and effectiveness of the model are verified by numerical simulation, and decision-making suggestions for advertising promotion are put forward.
新冠疫情的爆发迫使人们居家以防止病毒传播。在此情况下，社交媒体平台已成为人们主要的交流场所。在线销售平台也已成为人们日常消费的主要领域。那么，如何充分利用社交媒体进行网络广告推广，进而实现更好的营销，是营销行业必须关注和解决的核心问题之一。因此，本研究以广告商为决策主体，以最大化视频的完整播放量、点赞数、评论数和转发数，并最小化广告推广成本为决策目标，以关键意见领袖（KOL）的选择为决策向量。在此基础上，构建了广告推广的多目标不确定规划模型。其中，通过将熵约束与机会约束相结合，提出了机会 - 熵约束。此外，通过对模型进行数学推导和线性加权，将多目标不确定规划模型转化为一个明确的单目标模型。最后，通过数值模拟验证了模型的实用性和有效性，并提出了广告推广的决策建议。
