Managing Conflicting Interests of Stakeholders in Influencer Marketing

Abstract

A successful campaign should be able to attract investment from the brand, and meanwhile manage the conflicting interests in the campaign cost between the brand and the influencers. As such, the agency between these two stakeholders plays a vital role. Motivated by the above, we stand in the agency's shoes to formulate an interesting yet practical problem, namely Profit Divergence Minimization in Investment-Persuasive Influencer Marketing Campaign (PDMIC). This problem aims to (i) minimize the divergence of the actual hiring prices from the asking prices of the influencers and meanwhile (ii) maintain the attractiveness of the pricing scheme for the influencers to the brand. We show that this..