Naumenko Y. System analysis of diffusion processes of information dissemination and its application

The thesis is devoted to the development and practical implementation of methods and algorithms for formalization of the dynamics of information dissemination and influence processes on the basis of the application of homogeneous and heterogeneous hybrid models of diffusion type, formalization of approaches for modeling the dynamics of information dissemination in target groups, taking into account the heterogeneity of the functioning environment and the intensity of information processes, application of developed methods for solving tasks of optimizing the cost of an advertising budget. An overview of approaches and methods for formalizing dynamic processes based on the use of analogies is given. The principle of analogies in the construction of mathematical models is formulated, examples of real dynamic processes in which the method of analogies is used are given. The approach to construction of hybrid mathematical models of the dynamics of dissemination of information processes in the target groups of the population is proposed. The basis of formalization is the use of homogeneous and heterogeneous models of the process of diffusion (penetration) of information in the network. Hybrid models of the diffusion type are proposed for the study of information dissemination, and the variation of propagation intervals is modeled using additional correlations in the form of differential equations. The dynamics of information flows based on models with heterogeneities of different kinds is simulated and investigated. The mathematical models of the diffusion type for cases of heterogeneity of the social environment are considered: the model of diffusion of innovations, the agent model of the diffusion of ideas on the basis of the double harmonization model, the model of distribution of information, taking into account the intensity of its dissemination. Numerous experiments on the calculation of information penetration levels have been carried out on the basis of the use of the proposed formalization approaches, and the peculiarities of the obtained solutions have been analyzed. Comparison of the results of experiments obtained for the process of disseminating information through various types of distribution models has been compared. Conclusions about the methodology and tools of distribution of advertising, ways of distributing information in the target environment are made.