跨平台网络中企业负面事件网络舆情传播模型

doi:10.3778/j.issn.1002-8331.2207-0491

摘要/Abstract

摘要： 由微信、微博及新闻客户端等组成的“两微一端”跨平台的快速发展进一步加剧了企业负面事件网络舆情传播的复杂性和多变性，把握“两微一端”跨平台中企业负面事件网络舆情传播规律有助于决策者提出应对企业负面事件网络舆情的有效措施。基于经典SIR传播模型考虑企业前期宣传策略、企业应对策略及平台环境对企业负面事件网络舆情传播过程的影响，构建企业负面事件网络舆情传播模型。通过对网络舆情传播系统的稳定性分析探讨企业前期宣传策略的有效性，并求解企业负面事件网络舆情传播阈值。基于无标度网络构建“两微一端”跨平台网络环境，分别在单层无标度网络和“两微一端”网络中对主要参数进行数值仿真分析，并通过“8·24滴滴乐清女孩乘车遇害”事件进行案例验证。结果表明，所构建的“两微一端”跨平台中企业负面事件网络舆情传播模型能较准确地描述真实环境中网络舆情传播过程；企业前期宣传策略、企业净化机制及平台环境均能显著影响企业负面事件网络舆情传播过程，且企业前期宣传策略和企业净化机制均能有效抑制企业负面事件网络舆情的传播。

关键词: 无标度网络, 两微一端, 舆情传播, 传播阈值

Abstract: The rapid development of cross-platform“two micro media and one client”, including WeChat, Weibo and news clients, has further aggravated the complexity and variability of online opinion dissemination of negative corporate events. It is helpful for decision makers to propose effective measures to deal with the online public opinion of negative corporate events. Firstly, this paper constructs an online opinion dissemination model of negative corporate events based on the classical SIR dissemination model, considering the influence of corporate pre-publicity strategy, corporate response strategy and platform environment on the online opinion dissemination process of negative corporate events. Then, it explores the effectiveness of the enterprise’s pre-publicity strategy through the stability analysis of the online opinion dissemination system and solves the threshold value of the online opinion dissemination of negative events. Finally, the “two micro media and one client” network environment is constructed based on the scale-free network, and the main parameters are numerically simulated in the single-layer scale-free network and the cross-platform network of “two micro media and one client”, respectively. The results show that the main parameters of the paper are numerically simulated in the single-layer scale-free network and the cross-platform network of “two micro-palaces”. The results show that the “two microblogs” network opinion dissemination model constructed in this paper can accurately describe the network opinion dissemination process in the real environment, the enterprise pre-publicity strategy, the enterprise purification mechanism and the platform environment can significantly influence the network opinion dissemination process of negative enterprise events, and the enterprise pre-publicity strategy and the enterprise purification mechanism can effectively suppress the spread of negative enterprise events. The pre-publicity strategy, enterprise purification mechanism and platform environment all significantly influence the process of spreading negative online public opinion.

Key words: sale-free network, two micro media and one client, public opinion dissemination, dissemination threshold

陈淑琴, 王筱莉, 赵来军, 张静, 钱梦迪. 跨平台网络中企业负面事件网络舆情传播模型[J]. 计算机工程与应用, 2023, 59(19): 220-228.

CHEN Shuqin, WANG Xiaoli, ZHAO Laijun, ZHANG Jing, QIAN Mengdi. Model of Online Public Opinion Dissemination of Negative Corporate Events Based on Cross-Platform Networks[J]. Computer Engineering and Applications, 2023, 59(19): 220-228.

参考文献

[1] 人民网.2021年中国互联网舆论分析报告[EB/OL].[2022-07-01].http：//yuqing.people.com.cn/．
People’s Daily Online.2021 China internet public opinion analysis report [EB/OL].[2022-07-01].http：//yuqing.people.com.cn/.
[2] KAHNEMAN D，TVERSKY A.Prospect theory：an analysis of decision under risk[J].Econometrica，1979，47（2）：263-292.
[3] 齐丽云，李晓鸿，曹硕.企业社会责任负面事件网络舆情演化与政企合作研究[J].系统工程理论与实践，2020，40（7）：1792-1805.
QI L Y，LI X H，CAO S.Research on the evolution of online public opinion on negative CSR incidents and cooperation between government and enterprises[J].Systems Engineering Theory and Practice，2020，40（7）：1792-1805.
[4] 陈华，张煜巍.企业社会责任负面事件网络舆情演化阶段式建模分析[J/OL].中国管理科学：1-12（2021-12-20）[2022-07-01].https：//doi.org/10.16381/j.cnki.issn1003-207x.2021.1172.
CHEN H，ZHANG Y W.Stage-based modeling analysis of the evolution of online public opinion on negative CSR events[J/OL].China Management Science：1-12（2021-12-20）[2022-07-01].https：//doi.org/10.16381/j.cnki.issn1003-207x.2021.1172.
[5] 王家坤，王新华.双层社交网络上的企业舆情传播模型及控制策略研究[J].管理科学，2019，32（1）：28-41.
WANG J K，WANG X H.Research on the model and control strategy of corporate public opinion dissemination on two-layer social networks[J].Management Science，2019，32（1）：28-41.
[6] 张静，王筱莉，赵来军，等.多主体干预下的三分意见群体网络舆情传播模型研究[J].重庆理工大学学报（自然科学），2021，35（12）：292-305.
ZHANG J，WANG X L，ZHAO L J，et al.Research on the model of online opinion dissemination of three-division opinion groups under the intervention of multiple subjects[J].Journal of Chongqing University of Technology（Natural Sciences），2021，35（12）：292-305.
[7] 魏静，黄阳江豪，林萍，等.基于改进SIR模型的微博网络舆情传播研究[J].情报科学，2019，37（6）：16-22.
WEI J，HUANGYANG J H，LIN P，et al.Research on microblog network opinion dissemination based on improved SIR model[J].Intelligence Science，2019，37（6）：16-22.
[8] XIAN J，YANG D，PAN L，et al.Misinformation spreading on correlated multiplex networks[J].Chaos：An Interdisciplinary Journal of Nonlinear Science，2019，29（11）：113123.
[9] 杨磊，封永雪，侯贵生，等.个体因素与外部环境共同作用下的跨平台社交网络舆情传播模型研究[J].现代情报，2021，41（3）：138-147.
YANG L，FENG Y X，HOU G S，et al.Research on the model of cross-platform social network opinion dissemination under the combined effect of individual factors and external environment[J].Modern Intelligence，2021，41（3）：138-147.
[10] 王佳佳，赵来军，邱小燕.教育策略和免疫策略对网络谣言传播的影响研究[J].情报杂志，2018，37（8）：97-106.
WANG J J，ZHAO L J，QIU X Y.Research on the influence of educational and immunization strategies on the spread of online rumors[J].Journal of Intelligence，2018，37（8）：97-106.
[11] 徐绪堪，蓝姚瑶，王晓娇.面向突发事件的微博用户转发行为影响因素研究[J].情报科学，2022，40（5）：11-18.
XU X K，LAN Y Y，WANG X J.Research on the influencing factors of microblog users' retweeting behavior for emergencies[J].Intelligence Science，2022，40（5）：11-18.
[12] 刘志明，刘鲁.微博网络舆情中的意见领袖识别及分析[J].系统工程，2011，29（6）：8-16.
LIU Z M，LIU L.Identification and analysis of opinion leaders in microblog network public opinion[J].Systems Engineering，2011，29（6）：8-16.
[13] NEKOVEE M，MORENO Y，BIANCONI G，et al.Theory of rumour spreading in complex social networks[J].Physica A：Statistical Mechanics and its Applications，2007，374（1）：457-470.
[14] 魏静，黄阳江豪，朱恒民.基于耦合网络的社交网络舆情传播模型研究[J].现代情报，2019，39（10）：110-118.
WEI J，HUANG YANG J H，ZHU H M.Research on social network opinion dissemination model based on coupling network[J].Modern Intelligence，2019，39（10）：110-118.
[15] 王筱莉，赵来军，吴忠.非均匀网络中考虑辟谣机制的谣言传播模型[J].系统工程，2015，33（12）：139-145.
WANG X L，ZHAO L J，WU Z.A rumor propagation model considering disinformation mechanism in non-uniform networks[J].Systems Engineering，2015，33（12）：139-145.
[16] 阎海燕，詹凌云，陈明明，等.基于系统动力学的企业危机事件网络舆情传播与应对研究[J].系统科学学报，2021，29（1）：92-97.
YAN H Y，ZHAN L Y，CHEN M M，et al.Research on the dissemination and response of online public opinion of enterprise crisis events based on system dynamics[J].Journal of System Science，2021，29（1）：92-97.