<p>Influencers can effectively boost product purchases on social media. This paper discusses how companies with limited budgets select macro- and/or meso-influencers to promote product purchases. An evolutionary game model is proposed to depict the information dissemination process driven by social e-commerce influencers. First, two updating mechanisms representing social conformity and forwarding utility are designed to capture users' forwarding behavior. Second, a purchase intention function is analyzed through numerical simulation by introducing parameters such as individual risk preference, brand popularity, and macro-influencer investment ratio. Simulation results show: as brand popularity increases and the proportion of risk-seeking consumers grows, investment in meso-influencers should be increased. When a brand has lower popularity and a higher proportion of risk-averse consumers, more investment should be directed towards macro-influencers. Our findings offer practical guidance for companies with different levels of brand popularity in optimizing their collaboration strategies with influencers.</p>