Opinion modeling on social media and marketing aspects

Giuseppe Toscani, Andrea Tosin, Mattia Zanella

Physical Review E, to appear. Preprint arXiv, 2018.

We introduce and discuss kinetic models of opinion formation on social networks in which the distribution function depends on both the opinion and the connectivity of the agents. The opinion formation model is subsequently coupled with a kinetic model describing the spreading of popularity of a product on the web through a social network. Numerical experiments on the underlying kinetic models show a good qualitative agreement with some measured trends of hashtags on social media websites and illustrate how companies can take advantage of the network structure to obtain at best the advertisement of their products.

Related popularization article for the Italian blog Madd:Math!: La popolarità delle opinioni