The Communication Model of Negative Public Opinions of Corporate Based on Two-Layer Network

Abstract

In the era of new media, the spread of negative corporate public opinion in social networks has a significant influence on enterprises and society. In order to improve the ability of enterprises to respond to public opinion, it is important to study the evolutionary dissemination process of negative corporate public opinion. Firstly, BA network and ER network are used to simulate the online network and offline network. Then, we construct a model for the spread of negative corporate public opinion on both online and offline networks based on the real situation, and providing the corresponding mean field equation and solving the threshold value for the spread of negative corporate public opinion. Finally, the model is validated with the Samsung cell phone explosion incident and some response strategies are proposed based on image restoration theory. The results of the study show that the study of negative corporate opinion dissemination process in online and offline two-layer networks can better reflect the evolution of negative corporate opinion in real society than in single-layer networks; After the occurrence of negative public opinion events, enterprises should take appropriate response strategies in time, otherwise it will be counterproductive.