Coupled Dynamic Modeling And Analysis Of Brand Acceptance And Promotive Information Spreading

Nowadays,with the rapid development of the Internet,social marketing has gradually developed into a more interactive mode.Due to its functions such as communication,leisure,sharing and expression,social marketing can achieve accurate and low-cost marketing objectives,and is valued by more and more enterprises,mass media and scholars.The social media marketing information diffusion process has an influence on all aspects of social life,and the exploration of its intrinsic mechanism is an important part of the research on management decision theory.The risen of social media has further promoted the development of diffusion dynamics,but the researches on the coupled dynamics which interweaving dynamics of endogenous opinion dynamics disturbed by an information diffusion process are still immature.To cope with this issue,setting social aggregation and social marketing as realworld backgrounds,our study is to investigate the patterns and underlying dynamics of coupled dynamic model in the context of social media from the perspective of complexity and computational social science.Under the influence of social marketing information diffusion,brand acceptance dynamics is essentially the long-term reputation formation process(slow dynamics)in social group mixed with social marketing information diffusion process(fast dynamics)of coupled dynamics problem.Factually,the dynamics of brand acceptance is essentially an interwoven dynamics of endogenous opinion dynamics disturbed by an information diffusion process.Based on this,the general situation of our model is: the “message-opinion” mixture spread in the network,the population may potentially may change their opinions affected by the information diffusion process;also the population's opinion distribution may in turn affects the spreading of “message-opinion” mixture.In this thesis,we firstly propose and analyze a coupled agent-based dynamic model that combine the Majority-Rule-based Voter model in opinion dynamics and the SI Model for information spreading to analyze the dynamics of brand acceptance in social media.We focus on the asymmetric information diffusion process,that is,there is only disadvantaged brand(holding a small percentage of the marketing acceptance)can take social marketing approaches to attract customers.The opponents will not strike back.We observe that the opinion interaction could have a dual function,which show that a brand holding a small market share needs to adopt diverse marketing approaches according to different marketing environment types.Furthermore,we further study the coupled dynamic model of a more general and random opinion dynamic model——voter model,together with the symmetric or asymmetric information diffusion process.The assumption is that two competitive brands will simultaneously take social marketing approaches,but social marketing spending may be different or not.We found that the diffusion frequency and the diffusion rate have different impacts on the symmetric and asymmetric diffusion coupled dynamics.The disadvantaged brand should take different social marketing strategies facing different types of competitors.Our work to certain extent not only expand the research of diffusion dynamics,but also promote public administration(such as emergency management for public opinions and social movements)and business management(e.g.,social marketing).