标题：A discrete electronic word-of-mouth propagation model and its application in online social networks
作者：Wang, Jiakun; Wang, Xinhua; Li, Yun
作者机构：[Wang, Jiakun; Wang, Xinhua; Li, Yun] Shandong Univ Sci & Technol, Coll Econ & Management, Qingdao 266590, Shandong, Peoples R China.; [Li, Yun] Sha 更多
通讯作者：Wang, Xinhua;Wang, XH
通讯作者地址：[Wang, XH]Shandong Univ Sci & Technol, Coll Econ & Management, Qingdao 266590, Shandong, Peoples R China.
来源：PHYSICA A-STATISTICAL MECHANICS AND ITS APPLICATIONS
关键词：electronic word-of-mouth; Online social networks; Propagation; Hedging; effect; Control strategy; Cost constraints
摘要：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. (C) 2019 Elsevier B.V. All rights reserved.