Asymmetric Impact of Matching Technology on Influencer Marketing: Implications for Platform Revenue.

This article investigates the effects of artificial intelligence (AI)-driven matching technology on competition among social media influencers and the resulting profitability of influencer marketing platforms. Using a theoretical model, it finds that while improved matching accuracy enhances the fit between marketers and influencers—particularly benefiting niche influencers—it also intensifies competition, which can lower prices for general influencers and potentially reduce platform revenue, especially when follower density is at an intermediate level. The study further shows that platforms can partially mitigate negative revenue impacts by optimally adjusting commission fees, though such adjustments may not fully eliminate losses if influencers' opportunity costs vary with their follower base. These findings highlight a complex, nonlinear relationship between AI matching accuracy and platform profitability, offering strategic insights for social media platforms navigating influencer marketing dynamics.