Research On User Opinion Evolution Model And Public Opinion Guidance Of Network Public Opinion In Enterprise Crisis Events

With the development of the Internet and social media,social networks have gradually penetrated into all aspects of people’s lives.The development technology of online social media platforms such as microblog and Tiktok has become more and more mature,and the big data recommendation algorithm has made progress.Internet users can make real-time comments and interactions on the online social media platform,and they can easily obtain interesting content from the platform’s big data recommenda t io n algorithm,Therefore,more and more people are keen to express their opinions and explain their demands through social networks.In addition,the threshold of information dissemination has been lowered.Therefore,Internet users also have the ability to spread information from the information audience to the main body of information dissemination.Any Internet user may be the "starter" and "diffuser" of network public opinion.Relevant network topics can trigger discussion among Internet users in a short time,resulting in the rapid fermentation of network public opinion.For enterprises,Internet users express their opinions on enterprise products and services anytime and anywhere through the Internet.Internet users’ positive personal comments may lead to the rapid fermentation of enterprise crisis events and network public opinion.It is of great significance for enterprises to establish the evolution model of users’ views on the network public opinion of enterprise crisis events to guide the trend of public opinion and reduce the negative impact of the network public opinion communication of crisis events.Firstly,on the basis of relevant research at home and abroad,combined with SN PR model and HK model,based on the four user attributes of conformity,informat io n,influence and authority that affect the evolution of users’ views,the multi-agent model method is used to build a user view evolution model of online public opinion of enterprise crisis events,and study the evolution law of users’ views in the process of online public opinion communication of enterprise crisis events,And from the perspective of information,it discusses the impact of different guiding measures on the evolution of users’ views and the trend of public opinion.Then,based on the simula t io n results of the user opinion evolution model of online public opinion of enterprise crisis events,the intensity coefficient and guidance coefficient are introduced to measure the cooperation cost and cooperation effect of enterprises and opinion leaders’ cooperation in guiding public opinion,and an evolutionary game model of enterprises and opinion leaders’ cooperation in guiding public opinion crisis is constructed,This paper studies the strategic choices of enterprises and opinion leaders in the game process and the impact of different intensity coefficients and guidance coefficients on the strategic choices of both sides.The results show that the spread of public opinion crisis has a negative impact on enterprises.The key for enterprises to deal with public opinion crisis is to reduce the negative view users,so as to reduce the impact of public opinion crisis on enterprise production and image.The release of guidance information is an important response means for enterprises,and the release intensity of guidance information is directly proportional to the guidance effect.When the release type and speed of guidance information are uncontrollable,enterprises can strengthen the release intensity of guidance information to minimize the negative impact of public opinion crisis on enterprises.In addition,the enterprise has limited ability to release information.The degree of guiding information release can be enhanced through cooperation with opinion leaders.The choice of cooperation strategies between the two sides is affected by the cooperation cost and guidance effect.Enterprises prefer cooperation when making strategic choices,while opinion leaders prefer non cooperation when making strategic choices,Only when the opinion leaders think that the extra income from not cooperating with the enterprise is low and the cooperation income given by the enterprise is high,the opinion leaders tend to choose the cooperation strategy.At this time,the two sides can reach a cooperation strategy.The construction of the user opinion evolution model of enterprise crisis event network public opinion and the evolutionary game model of enterprise and opinion leaders’ cooperation to guide public opinion crisis will help enterprises timely analyze and guide the evolution of crisis event network public opinion.