Marketing Strategy Dissemination for Network Public Opinion Oriented to New Media Advertising

  • Qixiang WU, Lin HE

Abstract

With the continuous development of social networks, the threat of public opinions which spread on the social networks is growing accordingly. This paper studies the dissemination mechanism of public opinion based on the method of game theory, and builds a game model of agent interaction with neighbors form the view of rational and non-rational games. Then on the basis of the cooperative alliance game evolution model, we implement a simulation system. The system can adapt to the research of public opinion spread by proposing a public opinion spread model based on non-rational game, and analyze the dynamics characteristic of the public opinion spread model based on non-rational game theoretically in scale-free networks. In the simulation environment, we experiment on the public opinion spread model based on non-rational game to analyze model parameters, network density. The infectious source’s affection on spreading. The experimental results agree with the theoretic analysis, to provide a the theoretical basis for policy-making on social networks.

Published
2020-12-18
Section
Articles