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Choosing the right time to intervene public opinion dissemination is of great significance to the control of public opinion in online social networks (OSN). The key factors affecting the control of public opinion dissemination, such as user' network status, social strengthening effect and users, perception value, are analyzed. Aimed to identify the reasonable timing for intervention, a dissemination and control model of public opinion based on users5 relative weight is constructed. Based on this model, simulation researches are carried out in two types of OSN. The results show that public opinion dissemination is closely related to the initial disseminator' network status; there exits a key phase transition point, which is related to timing of intervention in open OSN; users' activity decreases with the increase of the social strengthening effecfs intensity, also decreases with the advance of intervention, and there exits an effective interval for intervention; the cost of "contrary to popular will" should be an important index for timing of intervention. Finally, the corresponding countermeasures for choosing the right time to intervene in reality are proposed. [ABSTRACT FROM AUTHOR]

Under Omni-media environment, Online Social Networks (OSN) have gradually become the most momentous platform for information propagation. Considering the interaction and coexistence of both positive and negative public opinion information (referred to as public opinion), it is of great significance for social development and economic stability to understand the co-evolution process of competitive public opinion and compress the spreading space of negative public opinion. Allowing for this point, this paper constructed a two-stage spreading model of competitive public opinion combing with the actual case of public opinion propagation, analysed the main factors influencing the co-evolution process, such as netizens’ intimacy, network literacy, and so on, and redefined netizens’ state transition probability matrix with the help of Markov process. Then, the effectiveness of the spreading model was verified and the propagation rule of public opinion was discussed in open and closed OSN through simulation experiments. Finally, the intervention strategies were proposed and optimised with the limitation of cost. The results show that the propagation of public opinion mainly depends on netizens’ behaviour with low literacy and presents difference characteristics in two types of OSN. During the intervention process of public opinion propagation, there exists an effective intervention interval and the best intervention strategy varies with the change of network topology. Our research provided a cornerstone for further understanding of the co-evolution process of competitive public opinion and the research conclusions also provided a certain decision-making reference for enterprises, governments and other regulators to reasonably respond to the propagation of public opinion. [ABSTRACT FROM AUTHOR]

The research of electronic word-of-mouth (eWOM) propagation and control in online social networks (OSN) is of great significance for the management of modern enterprises. In view of the characteristics of eWOM, we propose a discrete propagation model by considering the hedging effect between positive and negative eWOM. Then, based on this discrete model, the influence of OSN topology structure, the ratio and the degree of initial disseminators on eWOM spreading process are discussed through extensive simulation experiments. Lastly, we further explore the optimal control strategy of eWOM diffusion in OSN, under the enterprises' cost constraints on the basis of above analysis. The results show that increasing the proportion of individuals who propagate positive eWOM is preferred in homogeneous OSN, while identifying the figure or medium with high influence power to disseminate positive eWOM is the priority choice in heterogeneous OSN. • A discrete model to explore the eWOM propagation process in OSN is proposed. • The hedging effect between positive and positive eWOM is introduced. • The dynamics process is described by numerical simulations. • The optimal control strategy under the enterprise's cost constraints is proposed. [ABSTRACT FROM AUTHOR]