The simulation on word of mouth effect under the complex network framework

Abstract

For a company, customers can be abstracted into a complex network by various contacts in which word of mouth works. Faced by the same product or service, different customer has different attitude, diffusibility and receptivity of comment. In this paper, the degree of cognition is drawn out as the core factor and links with the there factors above are erected up. Based on this concept simulations on small-world network and scale-free network are given and compared. The value of customer network structure and the initial cognitive distribution is discussed in the final.