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| Key User Identification and Product Knowledge Diffusion in the Environment of Social Network |
| Shao Peng;Hu Ping |
| School of Management,Xi'an Jiaotong University,Xi'an 710049,China |
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Abstract As social commerce era arrived,businesses become aware of the importance of the products diffusion in consumer network,evaluate the value of the network nodes will become the important issue in marketing research.The node evaluation algorithm which from social network only consider the local network topology but ignores the interaction between individuals,information retrieval algorithm consider the influence from neighbors but ignores the importance of the node itself.This paper builds node importance evaluation algorithm of consumer network on the basis of degree centrality and PageRank algorithm;We construct the consumer network based on the online data,and discuss the evaluation algorithms by using the similarity algorithm;Study on the product knowledge diffusion by SIS model,we show that the WCR is high relating to product knowledge diffusion,and the WCR algorithm is more effective than traditional evaluation algorithm.
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Received: 13 October 2015
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