Effect of individual and enterprise behaviors on the interplay between product-attributes information propagation and word-of-mouth communication in multiplex networks

Liang’an Huo and Wei Yuan ()
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Liang’an Huo: Business School, University of Shanghai for Science and Technology, Shanghai 200093, P. R. China
Wei Yuan: Business School, University of Shanghai for Science and Technology, Shanghai 200093, P. R. China

International Journal of Modern Physics C (IJMPC), 2023, vol. 34, issue 01, 1-21

Abstract: In the course of individual consumption decision-making, the interaction between online product-attributes information propagation and face-to-face word-of-mouth (WOM) communication is an important influencing factor, and due to the heterogeneity of individuals and the involvement of enterprise, the interaction becomes more complicated. In this paper, we establish a multi-layer network model to explore the effect of individual and enterprise behaviors on the interaction between product-attributes information propagation and WOM communication, and derive mean-field equations to describe the dynamics process on complex social networks. We use analytical and numerical solutions of these equations to examine the threshold for the product-attributes information propagation and the WOM communication (both positive WOM and negative WOM). It also finds that individual behavior promotes both product-attributes information propagation and WOM communication, but the marginal utility of such promotion is diminishing; enterprise behavior promotes the communication of positive WOM and suppresses the communication of negative WOM.

Keywords: Product-attributes information; word-of-mouth (WOM); individual behavior; enterprise behavior; multiplex networks (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1142/S0129183123500092

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