The impact of social media marketing on the dissemination of mini program in social network with different community structure

Abstract

Mini program has become an important infrastructure for the Internetisation of traditional brands. Previous studies have mostly explored the design and development of mini program, but little research has been conducted on the mini program dissemination process. Studying the impact of social media marketing on the mini program dissemination process has important theoretical and applicable value for the in-depth discovery of the mini program dissemination mechanism and the marketing strategies improvement for mini program operators. Based on the classical Susceptible–Infected–Recovered (SIR) epidemic dissemination dynamic model and combined with the Sense, Interest and Interactive, Connect and Diffusion, Action and Share user behaviour consumption model, we propose a mini program propagation model considering social media marketing and community structure, and establish a set of differential equations reflecting the mini program propagation rules. The validity of the model and experimental results are verified through the comparison among the simulation, actual data and numerical experimental results. The experimental results show that the improvement of social media marketing can considerably promote the dissemination of mini program. Surprisingly, with the same social media marketing investment, the dissemination effect of mini program in a weak community is better than that in a strong community. The reason for this is that the higher clustering coefficient fails to offset the negative impact of high modularity on marketing information dissemination. Consequently, compared with the marketing needs of the weak community structure, more social media marketing efforts need to be invested in the strong community structure. Improving social media marketing in the early stages of dissemination can maximise the marketing effect. Moreover, the effect of combining of advertising marketing and interactive marketing in social media marketing is better than that of a single marketing strategy.