An Evolutionary Game-Based Decision Framework for Value Co-Destruction in Virtual Brand Communities: Modeling and Simulation Analysis

Authors

  • Bing Cao Business School of Dezhou University, Dezhou 253023, China
  • Zhaohui Li Business School of Dezhou University, Dezhou 253023, China
  • Qingjuan Bu Business School of Dezhou University, Dezhou 253023, China
  • Fenghua Xiao Business School of Dezhou University, Dezhou 253023, China

Keywords:

Value co-destruction (VCD); evolutionary game; MATLAB simulation; decision-support

Abstract

This study constructs a decision-support framework for value co-destruction (VCD) in virtual brand community based on the perspective of evolutionary game theory. By constructing an evolutionary game model of VCD in virtual brand communities, the evolution process and influencing factors are deeply analyzed. MATLAB simulation is used to verify the impact of relevant parameter changes on evolutionary outcomes, thereby revealing the inherent mechanism of the coordination mechanism between brand and customer community interaction behaviors. The research results indicate that the interaction behaviors between brands and customers in virtual communities exhibit an evolutionary characteristic of coexistence of "co-destructive interaction" and "co-creative interaction"; an increase in the cost coefficient leads to a trend towards incoordination in the interaction behaviors between brands and customers, with both parties converging towards "co-destructive interaction" and resulting in VCD; an increase in willingness to invest resources and resource integration profitability promotes the coordination and stability of the interaction behaviors between brands and customers, with both parties converging towards "co-creative interaction" and achieving value co-creation.

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Published

2026-06-30

How to Cite

Bing Cao, Zhaohui Li, Qingjuan Bu, & Fenghua Xiao. (2026). An Evolutionary Game-Based Decision Framework for Value Co-Destruction in Virtual Brand Communities: Modeling and Simulation Analysis. Decision Making: Applications in Management and Engineering, 9(1), 346–362. Retrieved from http://dmame-journal.org/index.php/dmame/article/view/1811

Issue

Vol. 9 No. 1 (2026): Decision Making: Applications in Management and Engineering

Section

Regular articles

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Copyright (c) 2026 Decision Making: Applications in Management and Engineering

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