The Main Mechanisms and Characteristics of the Impart of Social Network on Consumer Behavior

School of Economics, Wuhan University of Technology, Wuhan, 430070, China

^* Corresponding author: hns@whut.edu.cn

Abstract

Based on the contemporary social network environment, this paper discusses the practical significance of its impact on consumer behavior, and influencers as the main component of social network, this paper mainly take the mega-influencers and small influencers as the research object, through the analysis of the characteristics and application of the small-world network social network model to the micro-influencers, it is concluded that the influence of the mega- influencers on consumer decision-making is very important, but micro-influencers also play a subtle role in consumer behavior, which can be perceived as inseparable. At the same time, the application of small-world network model in economic management is a relatively new research field, which brings new ideas for economic management research and provides an effective technical tool. For example, this paper studies a new model of marketing through small-world network community, and innovates marketing strategy from two aspects of dominance and suggestion according to the different characteristics of mega-influencers and micro-influencers.