A study on the backlash mechanism in the propagation of brand marketing information in social network.

In recent years, with the emergence of various brand marketing platforms and the rapid development of social networks, brand marketing information has exploded. If the propagation of brand marketing information in social networks is moderate, it can be effectively communicated within a certain period of time. However, excessive dissemination often has a counterproductive effect, resulting in a backlash. What are the backlash mechanism and the propagation dynamics characteristics during the dissemination of brand marketing information? Based on this, this paper proposes a model named I-SIRI, which conducts a thorough study on the backlash mechanism and its regularities and characteristics in the dissemination of brand marketing information. Taking the dissemination of Xiaomi SU7 brand marketing information on a social platform as an example, the reliability of the model is verified. The results found that content homogeneity, consumer participation, and information authenticity have significant impacts on the backlash mechanism of brand marketing information dissemination in social networks. The threshold for the backlash state of brand marketing information dissemination is closely related to the number of transmissions. This research not only helps us better understand the role of the backlash mechanism in the dissemination of brand marketing information, but also provides valuable references for brands in predicting and controlling the dissemination of marketing information, facilitating brands to better formulate and implement marketing strategies. [ABSTRACT FROM AUTHOR]