Research Of Viral Marketing Propagation Mechanism Based On Complex Network

With the in-depth study of complex networks,viral marketing as a new marketing model has become the focus of attention.Viral marketing also known as word of mouth marketing,mainly achieve through the users of network spontaneously spread marketing messages to others.In the process of viral marketing,first of all,businesses will promote the product for individual users,when individual users get a better reputation and will recommend these merchandise to their friends,new individuals will get word of mouth and spread the product information to others in the same way in order to achieve marketing information expand the scope of dissemination.Viral marketing propagation mechanism research of complex network,mainly through the open nature of the network,making marketing message spread from a few nodes to its neighbor nodes on the basis of really complex network,the ultimate goal is to make all the complex networks node can be affected by marketing information.The virus marketing propagation mechanism of complex network research mainly contains two parts,one is for viral marketing propagation modeling,is mainly used to simulate the propagation process of marketing information on the complex networks.The other part is the research of seed node selection algorithm,namely to determine the number of nodes in complex networks as the initial transmission nodes,make these nodes as the starting point of marketing information,to maximize the number of nodes are affected by marketing messages,also known as the influence maximization problem.Firstly,this article analyzes the influence of the relationship between the nodes in the network,considering the influence of the node between each other is different,proposing the measure of influence between nodes,distinguishing between different nodes on the same node exist different influence values.Aiming at the flaws of the existing models,this paper presents a cellular automaton model based on threshold is used to simulate the marketing information dissemination process,the model fully consider the node topology and calculate personality of node threshold value,in this case that makes the model more reasonable.Experiments show that the model without the influence of random probability can get faster speed,could promote the spread of marketing information.Then,aiming at the defects of the seed node selection algorithm based on network topology propose the importance of node a new measurement method,and implements the seed node selection algorithm based on the structure of community,and compared with other seed node selection algorithm.The experiments show that the seed node selection algorithm based on community structure has good influence scope,and able find the most influential nodes,and has lower time complexity.