Abstract:Studying the information dissemination in social marketing is of great significance in putting forward reasonable strategy suggestions and enhancing the competitiveness of enterprises. Information dissemination is a complex process that involves individual interaction. Most information dissemination models simplify the reality, failing to consider the influence of individual heterogeneity on information dissemination, nor can they reflect the interaction between individuals. This work studies the information dissemination process from the perspective of a complex system, uses the multi-Agent method to establish the information dissemination model, and builds the multi-Agent interaction mechanism based on the improved Deffaunt model. Also, this study analyzes the influence of different factors on information dissemination through simulation, and finds the individual heterogeneous attributes, mutual influence between individuals, and external environmental factors all have influence on the speed and scope of information dissemination.