Research on enterprise network public opinion guiding decision-making under crisis anticipation

In the context of the rapid popularization of social media platforms and the frequent occurrence of crisis events, determining the optimal network public opinion information (referred as public opinion) guidance strategy is of great significance for assisting enterprises actively manage crises and promoting their sustainable development. Considering the randomness of crisis outbreaks and the complexity of the derivative public opinion propagation process, this paper innovatively proposes a differential game propagation model of public opinion under the anticipation of crisis. Subsequently, it focuses on the strategy choices of various subjects in different decision-making scenarios before and after the crisis, identifies the key parameters influencing the evolution of public opinion, and determines the optimal decision-making mode for enterprises. The results indicate that enterprises can achieve optimal public opinion guidance by choosing a centralized decision-making mode after the crisis and a decentralized decision-making mode before the crisis. Compared with the probability of crisis occurrence, enterprises’ strategy choices are more sensitive to changes in the benefit distribution coefficient between the media and netizens. The incentives provided by enterprises to media are significantly superior to those provided to netizens in promoting the propagation of public opinion.