The research on propagation modeling and governance strategies of online rumors based on behavior–attitude

Purpose The purpose of this paper is to achieve effective governance online rumors through the proposed rumor propagation model and immunization strategy. Design/methodology/approach leverages agent-based modeling (ABM) method individuals from two aspects, behavior attitude. Based on analysis research data, we propose a model, namely Untouched view transmit removed-Susceptible hesitate agree disagree (Unite-Shad), devise an strategy, Gravity Immunization Strategy (GIS). A graph-based framework, Pregel, used carry out simulation experiments. Through experiments, rationality Unite-Shad effectiveness GIS are verified. Findings study discovers that inconsistency between human behaviors attitudes in can be explained by Unite-shad model. Besides, GIS, which shows better performance small-world networks than scale-free networks, effectively suppress early stage. Research limitations/implications This provides strategy for governance. Specifically, reveals mechanism propagation, selecting immune nodes. Originality/value real scenes modeled Combined with definition diffusion domain novel designed, significant social propagation.