Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping

This paper discusses how word-of-mouth marketing affects the profits of product sales in social network-based shopping under good after-sales service. First, a new word-of-mouth communication model based on silent evaluation, positive evaluation, and negative evaluation is proposed. Second, we use t...

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Autores principales:	Ying Yu, Jiaomin Liu, Jiadong Ren, Qian Wang, Cuiyi Xiao
Formato:	article
Lenguaje:	EN
Publicado:	Hindawi-Wiley 2021
Materias:	Electronic computers. Computer science QA75.5-76.95
Acceso en línea:	https://doaj.org/article/72db2199fb364c3f8dac49a897b07df6
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id	oai:doaj.org-article:72db2199fb364c3f8dac49a897b07df6
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spelling	oai:doaj.org-article:72db2199fb364c3f8dac49a897b07df62021-11-22T01:10:56ZMaximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping1099-052610.1155/2021/4237712https://doaj.org/article/72db2199fb364c3f8dac49a897b07df62021-01-01T00:00:00Zhttp://dx.doi.org/10.1155/2021/4237712https://doaj.org/toc/1099-0526This paper discusses how word-of-mouth marketing affects the profits of product sales in social network-based shopping under good after-sales service. First, a new word-of-mouth communication model based on silent evaluation, positive evaluation, and negative evaluation is proposed. Second, we use the way of increasing after-sales service to achieve high praise and thereby maximize the expected profits. Thus, the proportion control problem of after-sales service investment is modeled as an optimal control problem. Third, the existence of optimal control is proved, and an optimal control strategy for dynamic proportion of after-sales service investment is proposed. Fourth, through data simulation of different real-world networks, it is verified that the expected profits under the dynamic after-sales service strategy is higher than that under any uniform control strategy. Finally, sensitivity analysis is performed to explore how different parameters affect the expected profits.Ying YuJiaomin LiuJiadong RenQian WangCuiyi XiaoHindawi-WileyarticleElectronic computers. Computer scienceQA75.5-76.95ENComplexity, Vol 2021 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Electronic computers. Computer science QA75.5-76.95
spellingShingle	Electronic computers. Computer science QA75.5-76.95 Ying Yu Jiaomin Liu Jiadong Ren Qian Wang Cuiyi Xiao Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping
description	This paper discusses how word-of-mouth marketing affects the profits of product sales in social network-based shopping under good after-sales service. First, a new word-of-mouth communication model based on silent evaluation, positive evaluation, and negative evaluation is proposed. Second, we use the way of increasing after-sales service to achieve high praise and thereby maximize the expected profits. Thus, the proportion control problem of after-sales service investment is modeled as an optimal control problem. Third, the existence of optimal control is proved, and an optimal control strategy for dynamic proportion of after-sales service investment is proposed. Fourth, through data simulation of different real-world networks, it is verified that the expected profits under the dynamic after-sales service strategy is higher than that under any uniform control strategy. Finally, sensitivity analysis is performed to explore how different parameters affect the expected profits.
format	article
author	Ying Yu Jiaomin Liu Jiadong Ren Qian Wang Cuiyi Xiao
author_facet	Ying Yu Jiaomin Liu Jiadong Ren Qian Wang Cuiyi Xiao
author_sort	Ying Yu
title	Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping
title_short	Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping
title_full	Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping
title_fullStr	Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping
title_full_unstemmed	Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping
title_sort	maximize expected profits by dynamic after-sales service investment strategy based on word-of-mouth marketing in social network shopping
publisher	Hindawi-Wiley
publishDate	2021
url	https://doaj.org/article/72db2199fb364c3f8dac49a897b07df6
work_keys_str_mv	AT yingyu maximizeexpectedprofitsbydynamicaftersalesserviceinvestmentstrategybasedonwordofmouthmarketinginsocialnetworkshopping AT jiaominliu maximizeexpectedprofitsbydynamicaftersalesserviceinvestmentstrategybasedonwordofmouthmarketinginsocialnetworkshopping AT jiadongren maximizeexpectedprofitsbydynamicaftersalesserviceinvestmentstrategybasedonwordofmouthmarketinginsocialnetworkshopping AT qianwang maximizeexpectedprofitsbydynamicaftersalesserviceinvestmentstrategybasedonwordofmouthmarketinginsocialnetworkshopping AT cuiyixiao maximizeexpectedprofitsbydynamicaftersalesserviceinvestmentstrategybasedonwordofmouthmarketinginsocialnetworkshopping
_version_	1718418345694330880

Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping

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