Simulation research on online marketing strategies of branded agricultural products based on the difference in opinion leader attitudes

Liao, Mengjie; Zhang, Jian; Wang, Rui-mei; Qi, Lin

doi:10.1016/j.inpa.2020.12.001

Cited by 20 publications

(11 citation statements)

References 23 publications

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“…E-commerce has become a new channel for the sales of agricultural products. The sales model of “Live stream + Agriculture + E-commerce” has played a good role in increasing the transaction and building brand reputation 20 . Consumers put forward higher and higher requirements for online shopping for agricultural products.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream

Guo

Huang

2023

Sci Rep

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Harvest agricultural products are perishable. If they cannot be sold, there will be serious grain loss and food waste. It is an important issue related to human sustainable development and urgent to address. As the most popular way of shopping, live shopping has achieved remarkable achievements, while the existing research is relatively silent on how to promote the sales of agricultural products in the context of live streams. Based on S–O–R theory and dual-system theory, three studies investigated the intrinsic mechanism of consumers’ impulse purchase intention (IPI) in live streams. The results show that scarcity promotion (SP) and cause-related events (CRE) are positively correlated with consumers’ IPI through arousal and moral elevation. Interestingly, when SP and CRE are presented at the same time, the impact of CRE on IPI is no longer significant. Overall, the proposed model could be used to predict consumers’ willingness and provide the choice of marketing strategy to promote the sale of agricultural products, which has significant theoretical and practical value.

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Section: Theoretical Backgroundmentioning

confidence: 99%

The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream

Guo

Huang

2023

Sci Rep

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“…The GG may also improve the local employment, escalate the construction of the production base, and promote industrial optimization. This motivation, which conforms to the government’s requirement for brand equity, will motivate the government to support and safeguard the regional brand creation of agricultural products and promote the formation of regional BC agricultural product capacity ( Liao et al, 2021 ). According to Zhou and Wang (2008) , driven by the brand construction of the government, local agricultural resources may win comparative advantages, to expand the regional influence of their brands, enabling more people better to understand the local cultural features through agricultural product brands, to enhance their trust in the government, and to finally drive the rapid development of other local industries.…”

Section: Theoretical Background and Research Hypothesesmentioning

confidence: 97%

“…Opinion leaders frequently use different promotion techniques based on brand preference. Maximizing online marketing tactics based on leader attitude disparities is a pressing issue for agricultural product brand firms to address ( Liao et al, 2021 ). The research objects in this study are agricultural product brand firms and bounded rational leaders toward the BC.…”

Section: Introductionmentioning

confidence: 99%

Leader’s strategies for designing the promotional path of regional brand competitiveness in the context of economic globalization

Shahzad

2022

Front. Psychol.

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In the era of economic globalization, the competitiveness of products on a global scale is increasingly achieved through effective and sustainable strategies for brand development by the leaders. This paper conducts an empirical study on regional brand competitiveness (BC) influencing factors. A research model was proposed and tested by employing structural equation modeling. Data analysis was conducted using 214 valid questionnaires from two major producing areas in Jilin Province, China. Research results show that Brand Market (BM) and Government Guidance (GG) directly and positively impact the regional BC. Regional Resource (RR) and industrial development (ID) indirectly impact the regional BC through the mediating role of BM and GG. BM is the most important factor affecting the regional BC. Based on this, the path to improve the competitiveness of traditional agricultural products under economic globalization is determined, and targeted countermeasures and suggestions are formulated for the existing problems.

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“…Increased fines for opinion leaders who endorse agricultural product products following negative advertisements can have an effect on their promotion strategies. Furthermore, the proposed research provides an idea and a point of reference for online brand marketing strategies for agricultural product brands [19]. A super network analysis technique was used to classify online public opinion leaders, and a SuperedgeRank algorithm based on the super edge ranking algorithm was proposed.…”

Section: Literature Reviewmentioning

confidence: 99%

Criterial Based Opinion Leader’s Selection for Decision-Making Using Ant Colony Optimization

Zhao

Ali

et al. 2021

Scientific Programming

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The Internet has already become a medium for people to access information, express their views, and connect with one another through various media and tools as a result of its rapid global development. Web 2.0 has become increasingly important in people’s daily lives. With the passing of time, many online communities, such as blogs, forums, and websites, are becoming more interactive. Individuals can easily express their opinions publicly and see what others say about their opinions. In a social network, an opinion leader is a powerful individual who is an expert in a particular field and has a large number of people who follow his or her comments or ideas. Companies and governments may contact the most powerful people after discovering them in order to influence sales or guide public opinion, respectively. In heterogeneous communication networks, opinion leaders serve as an influencer for the acceptance and dissemination of new products and users in marketing. Others’ drives, values, perceptions, motivations, and actions can be influenced by opinion leaders. These influences have a major effect on other customers’ policymaking processes. Opinion leaders come in a variety of demographic shapes; in general, they are committed, ambitious, and dynamic individuals with excellent academic and social edifications who persuade customers through their expert knowledge. Opinions and values are the most important variables in human experiences in social phenomena. The method of assessing opinions is extremely difficult since people often change their minds when speaking with others. The study of the evolution and formation of opinions in a social group is known as opinion dynamics, and it is based on collective decision-making. The bounded confidence rule is one of the intrinsic interaction principles in the dynamics of human actions. Many models have been created to date to explore the dynamics of leaders’ decision-making. Due to the social network’s high complexity and the randomness and contingency of their behavior, identifying opinion leaders in the network is difficult. Organizations and entrepreneurs must choose which opinion leaders to partner with to gain a deeper understanding of how to communicate with them to promote various goods and services. For the opinion leader’s selection optimization, the proposed framework feature-based opinion leader selection is utilized using the ant colony optimization technique that selects the best opinion leader based on their unique features. The proposed method will address the opinion leader selection problem.

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Simulation research on online marketing strategies of branded agricultural products based on the difference in opinion leader attitudes

Cited by 20 publications

References 23 publications

The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream

The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream

Leader’s strategies for designing the promotional path of regional brand competitiveness in the context of economic globalization

Criterial Based Opinion Leader’s Selection for Decision-Making Using Ant Colony Optimization

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