Research On Opinion Leader Selection Method In Social Networking Marketing Strategy

As internet becomes ubiquitous everywhere around the world,novel and innovative ways of internet marketing have emerged on various network and social media platforms.In this era,the widespread popularity and influences of online reviews and word of mouth across virtual Internet platforms have surpassed the traditional acquaintance circle,and the speed of information dissemination and proliferation has also accelerated,changing consumers' consumption habits and lifestyles while bringing opportunities and challenges to product suppliers at the same time.As a result,the word-of-mouth review specialists,or the "Opinion Leaders" in social network marketing terms,have garnered great interests in corporate and academic circles.This paper mainly studies the selection method of "opinion leader" in the social network marketing strategy,which mainly reveals the following four problems.First,the traditional word-of-mouth "opinion leader" is mainly based on the SIR information dissemination model,which researches the information dissemination problem and then selects the "opinion leader" in the network.However,the selection method is relatively rough,and the information dissemination in the real world is not very precise.So we need to use secondary nodes to promote the dissemination of information,and we ask,how to choose and promote the "opinion leader" as secondary nodes? Second,how to improve the identification and selection of “opinion leader” during the secondary information dissemination process? and what are the factors affecting it? Thirdly,the SIR model is a time evolution model of information dissemination.It mainly relies on the random evolution of information dissemination rules designed in the network.It does not quantitatively consider the influence of the topology of the network on its information dissemination.Therefore,are there other ways to select "opinion leader" in the network? Such as based on the properties of the graph in the network.Fourth,through the properties of graph in the network to select key nodes in the network,how can the “opinion leader" selection process be rapid and produce the most optimal result among consumers in the social network? Are there any quantitative conclusions?Based on the above questions,this paper takes the complex network represented by social marketing network as the research object,using mass information communication theory and matrix analysis research tools.Based on information dissemination theory and map properties,we use different research methods,both qualitatively and quantitatively,to choose "Opinion Leaders" in online marketing.