This paper systematically analyzes the models and processes related to wordof-
mouth spreading in social networks. This paper simulates the characteristics
and rules of word-of-mouth spreading on social network platforms,
adopts network evolution models as well as virus spreading models which can
precisely reflect the process of word-of-mouth spreading. By computer simulation,
the effect of several kinds of parameters in networks and in wordof-
mouth spreading model is analyzed. What has been proved, through parameter
analysis, is that the secondary “push” of the key node (opinion leader)
in social networks has played a significant role in promoting word-of-mouth
spreading. In practical applications, shopkeepers can act appropriately to the
situation, which means they put in a second period of advertise appropriately
after placing one advertisement at random in order to save costs and increase
efficiency.
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