Issue |
SHS Web Conf.
Volume 181, 2024
2023 International Conference on Digital Economy and Business Administration (ICDEBA 2023)
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Article Number | 04015 | |
Number of page(s) | 4 | |
Section | Digital Transformation and Emerging Technologies | |
DOI | https://doi.org/10.1051/shsconf/202418104015 | |
Published online | 17 January 2024 |
The Impact of Large-scale Media on Online Marketing
College of Forestry, Shanxi Agriculture University, Jinzhong, 030801, China
* Corresponding author: zb@sxau.edu.cn
This study aims to explore the relationship between large-scale media (referring to individuals or companies with a large number of followers on social media) and marketing, and to utilize the influence of large-scale media to increase product sales and brand exposure. Specifically, the paper first introduces the concept of centrality, including degree centrality, closeness centrality, and betweenness centrality, as well as their applications in social networks. Then, this study regards large-scale media as nodes in the social network and proposes the centrality concept of large-scale media. Next, this study analyzes the influence and propagation effects of large-scale media in the social network, thereby highlighting the importance of large-scale media in marketing activities. Finally, through empirical analysis, the paper verifies the positive impact of the centrality of large-scale media on product sales and brand exposure. The findings of this study suggest that marketing professionals need to pay more attention to the role and value of large-scale media, and strengthen cooperation with large-scale media in marketing strategies. At the same time, this study proposes suggestions for optimizing marketing strategies using centrality methods, such as finding and cooperating with large-scale media with greater influence, and establishing a relationship network with central nodes. These suggestions can help improve product sales and brand exposure, thus bringing better business benefits to enterprises.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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