Research On Dynamic Model Of Public Opinion Influenced By Live Streamers In Livestreaming Marketing Environment

The rapid development of mobile internet application technology has substantially enhanced human life quality.E-commerce platforms are vital in our everyday lives because they allow us to access and purchase products and services at any time and from any location.Because of the epidemic’s impact,livestreaming marketing has grown in popularity in recent years.Livestreaming marketing is now not only a marketing strategy,but also an infrastructure.In the livestreaming marketing environment,it is vital to investigate the influencing factors of new winning opinion leaders.One of the frontier concerns in network science is the modeling and study of opinion leaders’ roles in the information dissemination process in complex networks.This paper focuses on the popular topic of livestreaming marketing and builds a dynamic model of public opinion evolution on a complex network influenced by opinion leaders,focusing on the influencing factors of winning live streamers in the PK model.The study investigates the impact of four factors on opinion clustering behavior: platform power(P),ego degree(E),appeal(A),and feedback(F).Firstly,in response to the current hot situation of livestreaming marketing,the classic Hegselmann-Krause(HK)model of public opinion evolution is promoted,introducing two PK modes: find PK and random PK,and establishing a random evolution mechanism for the opinions of two different categories of individuals in the system,namely live streamer and audience.Then,through numerical simulation,using the Control variate method,and taking the average number of followers(No F)of the live streamer and the average number of audience groups(No G)in the audience group as evaluation indicators,we further study the impact of different factors on the opinion clustering behavior of public opinion evolution on the complex network under the two PK modes.Research has found that increasing platform power or feedback,or reducing appeal,can make it more difficult for audiences to reach consensus.The influence of ego degree on opinion clustering can be ignored.The results also indicate that live streamers who win PK should usually have a lower ego degree,appropriate appeal,and appropriate feedback to attract more audiences to become followers in their competitive environment.The data shows that the impact of platform power,ego degree and feedback is more complex in certain special situations.