The guidance of opinion leader on followers’ opinions–based on opinion similarity and closeness perspective

Abstract

With the rapid development of the Internet technology, a large number of opinion leaders have emerged on social media platforms, affecting users' purchase decision-making behavior. opinion leaders of social network have advantages on users ' decision -making process, and can guide users’ opinion in a dynamics process. Based on opinion dynamics, this paper introduces the bounded confidence model of Hegselmann-Krause (HK) model, and improves the model with introducing the opinion similarity and closeness. Using simulation experiments to describe the dynamics process of the impact of opinion leaders on followers. The experimental results show that when the opinion of opinion leaders and followers are similar and closely high, the followers’ opinion in the network are more concentrated.