Research on Online Word-of-Mouth Spread Mechanism based on the Node Properties and Word-of-Mouth Type

DOI

10.2991/icmesd-18.2018.137How to use a DOI?

Keywords

Word-of-mouth spread，Complex network，Node properties，Word-of-mouth type.

Abstract

In this paper, we studied that how node properties and word-of-mouth type influenced the spread of word of mouth. First of all, according to previous research, we embedded all kinds of influencing factors like word-of-mouth type and customer recognition in the word-of-mouth spread model on the basis of SIR virus propagation model. Then, we made a simulation with the word-of-mouth model. According to the simulation, we could draw a graph of node density to examine how these factors affected the change of the node density, which reached a spread mechanism based on the principle and path of word-of-mouth spread. Finally, we give some practical proposals for enterprise marketing.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Xiao-Dong Qian
AU  - Min Zhao
AU  - Rui-Dian Zhang
PY  - 2018/05
DA  - 2018/05
TI  - Research on Online Word-of-Mouth Spread Mechanism based on the Node Properties and Word-of-Mouth Type
BT  - Proceedings of the 4th Annual International Conference on Management, Economics and Social Development (ICMESD 2018)
PB  - Atlantis Press
SP  - 792
EP  - 797
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmesd-18.2018.137
DO  - 10.2991/icmesd-18.2018.137
ID  - Qian2018/05
ER  -