A Review of Microblogging Marketing Based on the Complex Network Theory

Wang, Rui; Jin, Yongsheng; Li, Feng

Microblogging marketing which is based on the online social network with both small-world and scale-free properties can be explained by the complex network theory. Through systematically looking back at the complex network theory in different development stages, this chapter reviews literature from the microblogging marketing angle, then, extracts the analytical method and operational guide of microblogging marketing, finds the differences between microblog and other social network, and points out what the complex network theory cannot explain. In short, it provides a theoretical basis to effectively analyze microblogging marketing by the complex network theory.