Research On Interactive Content Of Online Brand Forum Based On Complex Network

With the continuous development of Internet and communication technology,online brand forum,as the main form of virtual community,has become a popular communication place among consumers.This phenomenon affects our daily life to a certain extent,because people often refer to the relevant information in the brand forum to make decisions.In the forum,consumers can share the experience of the use of the products,the problems encountered in the process of using the products,and feedback the opinions of the individual on the brand.These interactive behaviors are the path of value co-creation.The research on value creation in Online Brand Forum has always focused on the concept of value co-creation,content classification,measurement dimension and quantitative demonstration.Even to study the literature of virtual communities on the basis of complex networks,most of them focus on the study of knowledge dissemination under the perspective of complex networks,and some of them are based on the BA model and its diffusion model to study the evolution of virtual communities.This paper chooses the interactive content in the online brand forum as the research object,because the content of the consumer participation can indirectly reflect the information about the brand which it pays attention to.In this paper,the interactive content of online brand forum is regarded as a network topology that is connected in a specific way,and the network model is built and the network characteristics are analyzed by the complex network as the basic theoretical basis.The Java program is written to capture the theme posts and corresponding replies in the three types of Mobile Phone Forums of Xiaomi note3,Xiaomi 6 and Jianguo pro.The key words in the theme posts are extracted as network nodes,and the connection relationship between the corresponding keywords is defined through the reply of the post.Using Gephi software to generate three Mobile Forum network maps,which directly shows what the consumers of different types of mobile phones pay more attention to and the degree of association between the various indicators.This paper first analyzes the basic static parameters of each network:degree,network density,average path length,clustering coefficient.In order to further explore the important nodes in the network,the type of network and network stability,the core structure and degree of correlation of the Mobile Forum network are further studied.And we end up with a conclusion,all three mobile phone Forum Network are small world network.The Mobile Forum Network has shown strong stability in the face of malicious attacks.