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The super user selection for building a sustainable online social network marketing community

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Abstract

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.

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Acknowledgements

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

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Authors and Affiliations

  1. School of management, Shanghai University, Shanghai, People’s Republic of China, 200444

    Fangfang Zhang & Shugang Li

  2. Department of automation, East China University of Science and Technology, Shanghai, People’s Republic of China, 200237

    Zhaoxu Yu

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  1. Fangfang Zhang
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  2. Shugang Li
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  3. Zhaoxu Yu
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Correspondence to Shugang Li.

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Zhang, F., Li, S. & Yu, Z. The super user selection for building a sustainable online social network marketing community. Multimed Tools Appl 78, 14777–14798 (2019). https://doi.org/10.1007/s11042-018-6829-0

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