Multi-agent Simulation Study On Online And Offline Collaborative Evolution Of Enterprise Public Opinion

Information transmission in the Internet era is characterized by global,mass,immediacy and interactivity.This makes it easier for mass public opinion to occur when negative events occur,which brings a negative impact on business operations and causes business losses.It is of great significance for enterprises to adopt a scientific and effective approach to deal with their public opinions,which can help them resolve crisis and reduce losses.This paper conducts a simulation study on the online and offline co-evolution process of public opinion.First,the evolution mechanism of the public opinion of enterprises is analyzed.According to the different attributes of subjects,the evolving subjects of corporate public opinions are divided into four categories: government,media,enterprises and ordinary people,and the behavioral attributes of the four categories are respectively analyzed.Secondly,based on the behaviors of different subjects in the evolution process of public opinions,the evolution process of corporate public opinions with online and offline interactions is established.Finally,typical negative public opinion events of enterprises are selected for empirical study.The study finds that after the outbreak of public opinions,enterprises can effectively reduce the negative attitude of the general public towards enterprises by reducing the response time and making timely response supplemented by online publicity statements and other means such as offline processing behavior,and thus effectively reducing the pressure of negative public opinion.Enterprises adopt an objective and neutral attitude when dealing with the online public opinion of negative events,which can increase the acceptability of the public,alleviate the negative emotions of the public towards enterprises,and have positive effects on the public opinion of enterprises.Therefore,enterprises respond to public opinion events in a timely manner and make objective and fair comments,which play a positive role in solving corporate crisis and reducing corporate losses.The research results provide references for enterprises to effectively deal with public opinion and quickly resolve public opinion crisis.