摘要
When people try to decide to buy or not to, they are often influenced by both their inherentopinions and the social marketing activities e.g. advertising, social news with strong point of view.Then people will make their final choice, or even convince other people to buy. After all, this is thebrand acceptance formation process. Factually, the dynamics of brand acceptance is essentially aninterwoven dynamics of endogenous opinion dynamics disturbed by an information diffusion process.To have a better understanding of the dynamics of brand acceptance, we propose and analyze a coupledagent-based dynamic model that combines the Majority-Rule-based Voter model in opinion dynamicswith the SI Model for information spreading to analyze the dynamics of brand acceptance in socialmedia. We focus on two important parameters in diffusion dynamics： the decayed transmission rate （fl）and the diffusion frequency （f）. When the system is stable, the order parameter of the system is theduration time （r）. In the absence of opinion interaction, the simulation results indicate that, when abrand tries to occupy a larger market share through social marketing approaches, it is always effectiveto let the opponent to be the propaganda target. While with the Majority-Rule-based Voter Modelincluded, we observe that the opinion interaction could have a dual function, which shows that a brandholding a small market share in the first place needs to adopt diverse marketing approaches accordingto different marketing environment types.
When people try to decide to buy or not to, they are often influenced by both their inherentopinions and the social marketing activities e.g. advertising, social news with strong point of view.Then people will make their final choice, or even convince other people to buy. After all, this is thebrand acceptance formation process. Factually, the dynamics of brand acceptance is essentially aninterwoven dynamics of endogenous opinion dynamics disturbed by an information diffusion process.To have a better understanding of the dynamics of brand acceptance, we propose and analyze a coupledagent-based dynamic model that combines the Majority-Rule-based Voter model in opinion dynamicswith the SI Model for information spreading to analyze the dynamics of brand acceptance in socialmedia. We focus on two important parameters in diffusion dynamics： the decayed transmission rate （fl）and the diffusion frequency （f）. When the system is stable, the order parameter of the system is theduration time （r）. In the absence of opinion interaction, the simulation results indicate that, when abrand tries to occupy a larger market share through social marketing approaches, it is always effectiveto let the opponent to be the propaganda target. While with the Majority-Rule-based Voter Modelincluded, we observe that the opinion interaction could have a dual function, which shows that a brandholding a small market share in the first place needs to adopt diverse marketing approaches accordingto different marketing environment types.
