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PurposeThis paper aims to recognize whether government policy supervision or social network platform supervision can effectively promote the control of misconducts of web celebrity brand eWOM marketing and to identify the key factors influencing the unhealthy web celebrity marketing environment.Design/methodology/approachTheoretical research was employed to develop a practical approach for applying evolutionary game theory to eWOM marketing controlling strategies modeling via dynamic visualization, systematic simulation experiments.FindingsEvolutionary game theory combined with dynamic simulation modeling can provide a formal approach to understanding web celebrity brand eWOM marketing decision-making in social media, which can thus support the control of unhealthy web celebrity marketing environment. The results demonstrate that the reasonable control of social platform control costs may be more effective than the government policy on web celebrity fake brand eWOM marketing behaviors.Originality/valueThe study enriches the research on the management and control of eWOM marketing as well as provides guidance for the sustainable development of the web celebrity economy in social media.

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The cultural element is the minimum unit of a cultural system. The systematic categorizing, organizing, and retrieval of the traditional Chinese cultural elements are essential prerequisites for the realization of effective extracting and rational utilization, as well as the prerequisite for exploiting the contemporary value of the traditional Chinese culture. To build an objective, integrated, and reliable classification method and a system of traditional Chinese cultural elements, this study takes the text of Taiping Imperial Encyclopedia in Northern Song Dynasty as the primary data source. The unsupervised word segmentation methods are used to detect Out-of-Vocabulary (OOV), and then the segmentation results by the THULAC tool with and without custom dictionary are compared. The TF-IDF algorithm is applied to extract the keywords of cultural elements and the Ochiia coefficient is introduced to create complex networks of traditional Chinese cultural elements. After analyzing the topological characteristics of the network, the community detection algorithm is used to identify the topics of cultural elements. Finally, a “Means-Ends” two-dimensional orthogonal classification system is established to categorize the topics. The results showed that the degree distribution in the complex network of Chinese traditional cultural elements is a scale-free network with γ = 2.28. The network shows a structure of community and hierarchy features. The top 12 communities have taken up to 91.77% of the scale of the networks. Those 12 topics of the traditional Chinese cultural elements are circularly distributed in the orthogonal system of cultural elements’ categorization.

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