A new uncertain multi-objective programming model with chance-entropy constraint for advertising promotion

The COVID-19 outbreak has forced people to stay at home to prevent the spread of the virus. In this case, social media platforms have become the main communication venue for people. Online sales platforms have also become the main field for people's daily consumption. So, how to make full use o...

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Veröffentlicht in:Journal of ambient intelligence and humanized computing Jg. 14; H. 7; S. 9651 - 9665
Hauptverfasser: Jin, Meiling, Liu, Fengming, Ning, Shize, Liu, Chang, Gao, Chunhua
Format: Journal Article
Sprache:Englisch
Veröffentlicht: Germany Springer Nature B.V 01.07.2023
Springer Berlin Heidelberg
Schlagworte:
Advertising
Algorithms
Constraint modelling
Decision making
Digital media
Disease control
Entropy
Leadership
Linear programming
Marketing
Mathematical programming
Multiple objective analysis
Optimization
Original Research
Pharmaceutical industry
Probability distribution
Product development
Production planning
Social networks
Web portals
Uncertain multi-objective programming
Key Opinion Leader (KOL)
Advertising promotion
Chance-entropy constraint
Uncertain variables
ISSN:1868-5137, 1868-5145
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Zusammenfassung:The COVID-19 outbreak has forced people to stay at home to prevent the spread of the virus. In this case, social media platforms have become the main communication venue for people. Online sales platforms have also become the main field for people's daily consumption. So, how to make full use of social media to carry out online advertising promotion, and then achieve better marketing, is one of the core issues that the marketing industry must pay attention to and solve. Therefore, this study takes the advertiser as the decision-maker, maximizes the number of full playing, likes, comments and forwarding, and minimizes the cost of advertising promotion as the decision-making goals, and Key Opinion Leader (KOL) selection as the decision vector. Based on this, a multi-objective uncertain programming model of advertising promotion is constructed. Among them, the chance-entropy constraint is proposed by combining the entropy constraint and the chance constraint. In addition, the multi-objective uncertain programming model is transformed into a clear single-objective model through mathematical derivation and linear weighting of the model. Finally, the practicability and effectiveness of the model are verified by numerical simulation, and decision-making suggestions for advertising promotion are put forward.
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ISSN:1868-5137
1868-5145
DOI:10.1007/s12652-023-04638-1