文献类型：期刊文献

英文题名：The super user selection for building a sustainable online social network marketing community

作者：Zhang, Fangfang[1];Li, Shugang[1];Yu, Zhaoxu[2]

机构：[1]Shanghai Univ, Sch Management, Shanghai 200444, Peoples R China;[2]East China Univ Sci & Technol, Dept Automat, Shanghai 200237, Peoples R China

年份：2019

卷号：78

期号：11

起止页码：14777

外文期刊名：MULTIMEDIA TOOLS AND APPLICATIONS

收录：;EI(收录号：20184706113293);WOS:【SSCI(收录号:WOS:000474249700029)，SCI-EXPANDED(收录号:WOS:000474249700029)】；

基金：This work was supported by the Chinese National Natural Science Foundation (No. 71271132,71871135), and by Shanghai Pujiang Program (No. 15PJC049).

语种：英文

外文关键词：Online marketing community; Super user selection; Sustainability; Fuzzy system dynamic model

摘要：Constructing the sustainable Online Social Network Marketing Community (OSNMC) is a particularly effective approach to trumpet the products and enhance the customer experience. Super users are considered as opinion leaders, high influence users, and other active users who play a crucial role in enhancing the sustainability of OSNMC. Recruiting sustainable super users is the essential first step to solve unsustainability issues such as the low participation rates and privacy threats problems in the online community. An integrated Fuzzy System Dynamic Model (FSDM) is proposed for selecting suitable super users to build a sustainable OSNMC. FSDM focuses on the super users' behavioral characteristics of the high-active participation and keen ability to protect privacy. Moreover, the fuzzy analytic hierarchy process method is adopted to obtain the weight of each characteristic, and the growth rate of sustainability is settled with fuzzy Takagi-Sugeno-type fuzzy inference system to address the challenges of the uncertain relationships between super user's characteristic combinations and the OSNMC sustainability. It does not need line feeds here. FSDM simulates the fashion marketing community sustainability under super user's different characteristic combinations in four scenarios. The results show that the OSNMC sustainability needs not only an open and active environment but also privacy control.