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| Multi-Agent Modeling on the Spread and Governance Mechanism of Negative Online Word-of-Mouth |
| ZHANG Yang
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| School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China |
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Abstract This paper establishes a multi-agent model on the spreading and governance of online negative word-of-mouth and examines the differences between the spreading and governance mechanism between regular network and small-world network. Simulation results show that the spreading and governance characteristics in different networks can be affected by the network size and structure, maturity of the community, etc.
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Received: 19 August 2013
Published: 22 June 2026
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