Social influencer spillover effects under cap-and-trade and carbon tax regulation: the choice between marketplace or reseller mode
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 19 March 2024
Abstract
Purpose
The purpose of this paper is to analyze manufacturers' production decisions and governments' low-carbon policies in the context of influencer spillover effects.
Design/methodology/approach
This paper investigates the impact of the social influencer spillover effect on manufacturers' production decisions when they collaborate with intermediary platforms to sell products through marketplace or reseller modes. Game theory and static numerical comparison are used to analyze our models.
Findings
Firstly, under low-carbon policies, the spillover effect does not always benefit manufacturer profits and changes non-monotonically with an increasing spillover effect. Secondly, in cases where there are both a carbon emission constraint and a spillover effect present, if either the manufacturer or intermediary platform holds a strong position, then marketplace mode benefits manufacturer profits. Thirdly, regardless of business mode used when environmental damage coefficient is high for products; government should implement cap-and-trade regulation to optimize social welfare while reducing manufacturers’ carbon emissions.
Practical implications
This study offers theoretical and practical research support to assist manufacturers in optimizing production decisions for compliance with carbon emission limits, enhancing profits through the development of effective influencer marketing strategies, and providing strategies to mitigate carbon emissions and enhance social welfare while sustaining manufacturing activities.
Originality/value
This paper addresses the limitations of prior research by examining how the social influencer spillover effect influences manufacturers' business mode choices under government low-carbon policies and analyzing the social welfare of different carbon emission restrictions when such spillovers occur. Our findings provide valuable insights for manufacturers in selecting optimal marketing strategies and business modes and decision-makers in implementing effective regulations.
Keywords
Acknowledgements
The work is financially supported by National Natural Science Funds of China (Nos. 72201264, 72171219, 72371232, 71971203), the Fundamental Research Funds for the Central Universities (WK2040000060, WK2040000027), and the New Liberal Arts Fund of USTC (FSSF-A-230104).
Citation
Wu, J., Guo, N., Chen, Z. and Ji, X. (2024), "Social influencer spillover effects under cap-and-trade and carbon tax regulation: the choice between marketplace or reseller mode", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-09-2023-0866
Publisher
:Emerald Publishing Limited
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