Strategic Interaction Between Brands and KOLs in Live-Streaming E-Commerce: An Evolutionary Game Analysis Using Prospect Theory

Strategic Interaction Between Brands and KOLs in Live-Streaming E-Commerce: An Evolutionary Game Analysis Using Prospect Theory

This study adopts an evolutionary game theory framework and focuses on the strategic interaction between brands and KOLs. It examines how the two parties interact under conditions of uncertainty and risk, especially when the KOLs’ contract fulfillment capability is low, and how they adjust strategie...

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Bibliographic Details
Main Authors: Shizhe Shao, Yonggang Wang, Zheng Li, Luxin Li, Xiuping Shi, Hao Liu, Ziyu Gao
Format: Article
Language:English
Published: MDPI AG 2025-07-01
Series:Systems
Subjects:
live-streaming e-commerce
evolutionary game theory
prospect theory
brands–KOL collaboration
complex systems
Online Access:https://www.mdpi.com/2079-8954/13/7/528
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