The Dynamic Evolution Mechanism of Heterogeneous OWOM—An Improved Viral Marketing Model

• Main Authors: Mengjie Liao, Lin Qi, Jian Zhang
• Format: Article
• Language: English
• Published: MDPI AG 2020-03-01
• Series: Information
• Subjects: owom (online word-of-mouth); computational experiment; sor; information dissemination model
• Online Access: https://www.mdpi.com/2078-2489/11/3/140

The negative impact of brand negative online word-of-mouth (OWOM) on social images in social media is far greater than the promotion of positive OWOM. Thus, how to optimize brand image by improving the positive OWOM effect and slowing the negative OWOM communication has turned into an urgent problem for brand enterprises. On this basis, we analyze the evolution process of the OWOM communication group of the social media brand network based on the SOR (stimulus-organism-response) theory of psychology. Through constructing the heterogeneous brand OWOM communication dynamic model and conducting the multi-agent-based simulation experiment, the dynamic visualization of brand OWOM communication effect combined the thinking model of viral marketing is realized. Experiments show that the ability of brand communicators to persuade has a direct impact on the persistence and breadth of brand communication. When the acceptance of the consumer market is high, the negative OWOM of the brand has a relatively huge impact on consumers.