A dynamic evolutionary game model of web celebrity brand eWOM marketing control strategy

Abstract

Purpose

This paper aims to recognize whether government policy supervision or social network platform supervision can effectively promote the control of misconducts of web celebrity brand eWOM marketing and to identify the key factors influencing the unhealthy web celebrity marketing environment.

Design/methodology/approach

Theoretical research was employed to develop a practical approach for applying evolutionary game theory to eWOM marketing controlling strategies modeling via dynamic visualization, systematic simulation experiments.

Findings

Evolutionary game theory combined with dynamic simulation modeling can provide a formal approach to understanding web celebrity brand eWOM marketing decision-making in social media, which can thus support the control of unhealthy web celebrity marketing environment. The results demonstrate that the reasonable control of social platform control costs may be more effective than the government policy on web celebrity fake brand eWOM marketing behaviors.

Originality/value

The study enriches the research on the management and control of eWOM marketing as well as provides guidance for the sustainable development of the web celebrity economy in social media.

Citation

Liao, M., Zhang, J. and Wang, R. (2020), "A dynamic evolutionary game model of web celebrity brand eWOM marketing control strategy", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 1, pp. 205-230. https://doi.org/10.1108/APJML-11-2019-0682