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A discrete electronic word-of-mouth propagation model and its application in online social networks

Author

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  • Wang, Jiakun
  • Wang, Xinhua
  • Li, Yun

Abstract

The research of electronic word-of-mouth (eWOM) propagation and control in online social networks (OSN) is of great significance for the management of modern enterprises. In view of the characteristics of eWOM, we propose a discrete propagation model by considering the hedging effect between positive and negative eWOM. Then, based on this discrete model, the influence of OSN topology structure, the ratio and the degree of initial disseminators on eWOM spreading process are discussed through extensive simulation experiments. Lastly, we further explore the optimal control strategy of eWOM diffusion in OSN, under the enterprises’ cost constraints on the basis of above analysis. The results show that increasing the proportion of individuals who propagate positive eWOM is preferred in homogeneous OSN, while identifying the figure or medium with high influence power to disseminate positive eWOM is the priority choice in heterogeneous OSN.

Suggested Citation

  • Wang, Jiakun & Wang, Xinhua & Li, Yun, 2019. "A discrete electronic word-of-mouth propagation model and its application in online social networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 527(C).
    • Handle: RePEc:eee:phsmap:v:527:y:2019:i:c:s0378437119307034
    DOI: 10.1016/j.physa.2019.121172
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    Cited by:

    1. Li, Jianfei & Li, Bei & Shen, Yang & Tang, Kun, 2022. "Study on the steady state of the propagation model of consumers’ perceived service quality in the community group-buying," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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