基于微博传播信息流的微博效果评价模型及实证研究  

Enterprise Micro-blogging Marketing Effect Evaluation Model and Empirical Research Based on Micro-blogging Dissemination of Information Flow

作　　者：毕凌燕[1] 张镇鹏[1] 左文明[1] 

机构地区：[1]华南理工大学经济与贸易学院,广州510006

出　　处：《情报杂志》2013年第7期69-73,共5页Journal of Intelligence

基　　金：教育部人文社会科学青年基金项目"基于虚拟社会网络挖掘的微博舆情监测方法及应用研究-以新浪微博为例"(编号:11YJC63004);中央高校基本科研业务费项目"微博舆情传播中的群体关系和情感倾向性研究"(编号:x2jmD2118170);广州市哲学社会科学规划项目"面向公共安全的网络舆情分析方法和监管机制研究"(编号:10B07)研究成果之一

摘　　要：基于用户行为视角,根据微博传播信息流,结合PageRank算法思想和用户行为权值,提出一种评价企业微博博文营销效果的量化方案。以当当网发布的微博博文及其转发与评论作为研究样本,依据评价方案筛选出营销效果排名前八的博文并作进一步分析,进而给出提升企业微博运营效果的策略建议。实验结果表明并不是博文转发数越多,营销效果就越好;互动影响力大的用户进行博文转发能够有效提升企业的微博营销效果。Based on user behavior perspective,according to the micro-blogging dissemination of information flow,combined with the PageRank algorithm ideological weights and user behavior,this paper proposed a quantization scheme for evaluation of enterprise micro blogging marketing effectiveness.113 micro-blogging texts released by Dangdang as well as the forwarded contents and comments were studied as the study sample,among which eight of the top marketing effectiveness blogging were selected for further analysis,based on the evaluation scheme.Thus,strategic recommendation to enhance enterprise micro-blogging operation effect is given.Experimental results show that more blogging forwarded does not mean better marketing;the user with powerful interactive influence who forwards can effectively improve the enterprise micro-blogging marketing effect.

关 键 词：微博 微博传播 微博营销 信息流 评价模型 

分 类 号：TP391[自动化与计算机技术—计算机应用技术]