A Trust and User Preference Model for Marketing Information Dissemination

Aiming to optimize marketing promotion, an information dissemination model integrating trust and user preference is developed. The objective is to capture users’ behavioral mechanisms and enhance marketing decision-making efficiency. To measure users’ trust in key opinion leaders, an interval type-2 fuzzy sets-based trust evaluation model is created, enabling effective trust assessment and stimulating purchasing behavior. Regarding the dynamic nature of user preferences, a Hidden Markov Model - based prediction algorithm is proposed to track interest changes and forecast repurchase behavior. Considering rational and irrational user behaviors in marketing information dissemination, two new states repurchase state P and hesitant purchasing state H are introduced based on the SIR model. Then, the SIRPH social platform information dissemination model is constructed, achieving accurate prediction and enhancement of marketing information dissemination. Experimental results indicate that the SIRPH model reduces the peak purchasing users by 15–25%, extends topic lifecycles by 20–30%, and improves information spreading accuracy, demonstrating the effectiveness of trust and preference integration.