Research On The Propagation And Control Of Negative Word Of Mouth In Online Social Networks

Internet technology has driven the development of online shopping and various social networking platforms,which has changed people's lifestyle to a great extent.When consumers use online shopping platforms for shopping,they are often unable to check the products in person due to the way of shopping,so they are more and more inclined to adopt buyers' comments on online shopping platforms,comments,word of mouth and other reference information in online communities.On the one hand,due to the information dissemination characteristics of virtual communities,word of mouth information,especially negative word of mouth with strong emotion,can spread rapidly in a short time.The large-scale spread of negative word of mouth will bring very serious consequences to enterprises.On the other hand,in the face of negative public opinion,enterprises not only respond slowly,but also have no satisfied responses or effects.Therefore,based on the process of negative word of mouth spread in online social network as the research object,by consumers and their social relations in virtual community online social network as the research background,through the establishment of word-of-mouth and enterprise response strategy model and computer simulation,analysis and study of online social network negative word-of-mouth communication process and the effect of corporate response strategy implementation.First,the consumer status is further subdivided into unknown,infected,immune and latent,and then the model of infectious disease transmission is constructed.The idea of linear threshold is integrated into the infection process of the model.Secondly,in the whole communication process,the perception threshold,transmission probability and exit probability parameters of consumers are comprehensively considered.Then,based on the value co-creation theory,two response strategies for enterprises to deal with negative public opinion,as well as the parameters and implementation in the model,are proposed respectively from the two dimensions of brand construction to improve loyalty and service recovery.Finally,the simulation results of the communication model and enterprise response are obtained and analyzed by MATLAB platform.The main conclusions of this paper are as follows:(1)there is a significant nonlinear negative correlation between the propagation scale of NIWOM and the perceived threshold and the factors influencing the exit;the opinion leaders'participation in the propagation will accelerate the propagation process,but will not significantly increase the propagation scale.(2)the enterprise control strategy should be implemented in the early stage;the implementation of response service recovery strategy in the later stage of communication has no effect,and even leads to the increase of the final communication scale due to the implementation of positive publicity strategy in the later stage.(3)positive publicity strategy and service recovery combination strategy have a good effect on controlling NIWOM transmission,while the intervention strategy of opinion leaders and the other two strategies have a general effect.The main innovations of this paper are as follows:first,the idea of linear threshold is combined with the infection process of traditional infectious disease model to build a comprehensive transmission process model,which is more in line with the environment background of online social network;Secondly,considering the situation that consumers' desire to spread decreases and their desire to quit increases due to various factors in the process of spreading,it is reflected in the model through the exponential function factor.Finally,through the way of modeling and computer simulation,different time in different scale of the enterprise resources and the implementation of response strategy in simulation experiment,from the perspective of quantitative analysis of enterprise dealing with negative word-of-mouth response strategy produced by the different response time and resources,compared with the traditional qualitative analysis is more intuitive.