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This research constructs a two-stage DEA network system model of shared input resources to evaluate the efficiency of animation companies: the first-stage efficiency to reflect the production quantity and the second-stage efficiency to reflect the production quality of animation products, where the quality of animation products is judged based on the market recognition of the animation products. The overall efficiency in the research model is used to describe the development of animation enterprises. According to the result, it is concluded that the overall efficiency of the surveyed animation companies and the efficiency of each sub-stage have shown an upward trend, which is in line with the growth of the company's development.
Shuo Zhang; Xuemei Yang; Jian Zhang; Mengjie Liao; Lin Qi. Research on Efficiency of Animation Enterprises Based on Two-Stage DEA Network System Model of Sharing Input Resources. Mathematical Problems in Engineering 2021, 2021, 1 -7.
AMA StyleShuo Zhang, Xuemei Yang, Jian Zhang, Mengjie Liao, Lin Qi. Research on Efficiency of Animation Enterprises Based on Two-Stage DEA Network System Model of Sharing Input Resources. Mathematical Problems in Engineering. 2021; 2021 ():1-7.
Chicago/Turabian StyleShuo Zhang; Xuemei Yang; Jian Zhang; Mengjie Liao; Lin Qi. 2021. "Research on Efficiency of Animation Enterprises Based on Two-Stage DEA Network System Model of Sharing Input Resources." Mathematical Problems in Engineering 2021, no. : 1-7.
PurposeThis 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/approachTheoretical 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.FindingsEvolutionary 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/valueThe 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.
Mengjie Liao; Jian Zhang; Ruimei Wang. A dynamic evolutionary game model of web celebrity brand eWOM marketing control strategy. Asia Pacific Journal of Marketing and Logistics 2020, 33, 205 -230.
AMA StyleMengjie Liao, Jian Zhang, Ruimei Wang. A dynamic evolutionary game model of web celebrity brand eWOM marketing control strategy. Asia Pacific Journal of Marketing and Logistics. 2020; 33 (1):205-230.
Chicago/Turabian StyleMengjie Liao; Jian Zhang; Ruimei Wang. 2020. "A dynamic evolutionary game model of web celebrity brand eWOM marketing control strategy." Asia Pacific Journal of Marketing and Logistics 33, no. 1: 205-230.
The negative impact of brand negative online word-of-mouth (OWOM) on social images in social media is far greater than the promotion of positive OWOM. Thus, how to optimize brand image by improving the positive OWOM effect and slowing the negative OWOM communication has turned into an urgent problem for brand enterprises. On this basis, we analyze the evolution process of the OWOM communication group of the social media brand network based on the SOR (stimulus-organism-response) theory of psychology. Through constructing the heterogeneous brand OWOM communication dynamic model and conducting the multi-agent-based simulation experiment, the dynamic visualization of brand OWOM communication effect combined the thinking model of viral marketing is realized. Experiments show that the ability of brand communicators to persuade has a direct impact on the persistence and breadth of brand communication. When the acceptance of the consumer market is high, the negative OWOM of the brand has a relatively huge impact on consumers.
Mengjie Liao; Lin Qi; Jian Zhang. The Dynamic Evolution Mechanism of Heterogeneous OWOM—An Improved Viral Marketing Model. Information 2020, 11, 140 .
AMA StyleMengjie Liao, Lin Qi, Jian Zhang. The Dynamic Evolution Mechanism of Heterogeneous OWOM—An Improved Viral Marketing Model. Information. 2020; 11 (3):140.
Chicago/Turabian StyleMengjie Liao; Lin Qi; Jian Zhang. 2020. "The Dynamic Evolution Mechanism of Heterogeneous OWOM—An Improved Viral Marketing Model." Information 11, no. 3: 140.