Dynamics of brand acceptance influenced by the spread of promotive information in social media

Abstract

In this paper we propose an agent-based model that combine the Majority-Rule-based Voter model in opinion dynamics and the SI Model for information spreading to analyze the dynamics of brand acceptance in social media. We focus on two important parameters in diffusion dynamics: the decayed transmission rate β and the diffusion interval (θ). When the system is stable, the order parameter of the system is the duration time (τ). In the absence of opinion interaction, the simulation results indicate that, when a disadvantaged brand tries to occupy a large market share through social marketing approaches, it is always effective to let the opponent be the propaganda target. While with the Majority-Rule-based Voter model included, we observe that the opinion interaction could have a dual function, which show that a brand holding a small market share needs to adopt diverse marketing methods according to different population types.