The Dynamic Evolution Mechanism of Heterogeneous OWOM—An Improved Viral Marketing Model
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-03-01
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| Series: | Information |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2078-2489/11/3/140 |