UNCERTAIN KOL SELECTION WITH ADVERTISING VIDEOS CIRCULATION AND KOL SELECTION DIVERSIFICATION IN ADVERTISING PROMOTION

Abstract

Social media marketing is the mainstream marketing method. Before the launch of a new product, the company will advertise on social platforms. A major problem is how to reasonably arrange KOL (Key Opinion Leader) for advertising promotion in order to achieve the results that the company wants. At this time, KOL selection optimization is an effective method to make the best advertising promotion decision for decision-makers. In addition, the uncertainty in advertising promotion has brought challenges for KOL selection. Therefore, in the absence of historical promotion data, this paper solves the uncertainty of advertising promotion in social media marketing. Taking MCN (Multi-Channel-Network) as the decision maker, maximizing the advertising promotion effect as the goal, considering a variety of realistic constraints and uncertain factors in advertising promotion, the optimal allocation of KOL in advertising promotion is realized by constructing an uncertain chance-constrained programming model. Then, by solving the clear form of the model, the optimal solution of the model is obtained. Finally, the effectiveness of the model is verified by numerical examples, and the effects of KOL selection diversification and advertising video circulation on advertising promotion are discussed, which provides decision support for decision-makers