Ummu Habibah, Putri Ayuni Dwi Arinda
This article discusses the development of an online product marketing model by influencers that is analogous to the epidemic model. There are four groups: target market (N), undecided customers (P), promoting customers (I), and non-reacting customers (D). The dynamical analysis determines the equilibrium points, the basic reproduction number (R0), and the local stability analysis. The results show that the model has two equilibrium points: influencer marketing-free and influencer marketing equilibrium. The existence and stability of the equilibrium point depend on the basic reproduction number (R0). The influencer marketing-free equilibrium point always exists, while the influencer marketing equilibrium point exists if R0 > 1 and fulfills a certain condition. The influencer marketing-free equilibrium point is locally asymptotically stable if it satisfies the Routh-Hurwitz conditions. Meanwhile, the influencer marketing equilibrium point is locally asymptotically stable if it satisfies the Routh-Hurwitz conditions and R0 < 1. The numerical simulation results agree with the results of the dynamical analysis. © 2025 Author(s).
Mathematics Department, Brawijaya University, Jl. Veteran Malang, East Java, Indonesia; Research Group of Biomathematics, Brawijaya University, Jl. Veteran Malang, East Java, Indonesia
