This paper presents a new decision support system offered for an in-depth analysis of semantic networks, which can provide insights for a better exploration of a brand's image and the improvement of its connectivity. In terms of network analysis, we show that this goal is achieved by solving an extended version of the Maximum Betweenness Improvement problem, which includes the possibility of considering adversarial nodes, constrained budgets, and weighted networks - where connectivity improvement can be obtained by adding links or increasing the weight of existing connections. We present this new system together with two case studies, also discussing its performance. Our tool and approach are useful both for network scholars and for supporting the strategic decision-making processes of marketing and communication managers.

翻译：本文提出了一种新型决策支持系统，用于深度分析语义网络，从而为更深入地探索品牌形象及提升其连接性提供洞见。在网络分析层面，我们表明，这一目标是通过解决最大介数改进问题的扩展版本来实现的，该版本考虑了对抗性节点、约束预算以及加权网络——其中连接性的提升可以通过添加链接或增加现有连接权重来达成。我们展示了这一新系统，并结合两个案例研究，探讨了其性能。我们的工具和方法对网络研究者以及市场营销和传播经理的战略决策过程均具有实用价值。