新浪微博加V用户特征分析  

Analysis on the Sina Micro-blog Verified Users

作　　者：何跃[1] 帅马恋[1] 余伟萍[1] 

机构地区：[1]四川大学商学院,成都610064

出　　处：《情报杂志》2014年第9期148-151,共4页Journal of Intelligence

基　　金：四川大学中央高校基本科研业务费项目"基于中文微博的负面情绪预警研究"(编号:skqy201406);国家自然科学基金项目"企业社会责任行为对丑闻品牌形象的修复机理及策略体系研究"(编号:71372189)

摘　　要：首先对新浪微博加V用户样本数据进行整体统计分析,然后应用两步聚类分析法,选用微博粉丝数、互粉数、关注数和每天微博数等四个指标变量进行聚类分析。研究表明新浪微博加V用户有三类用户群体:大众型、社交型和最具价值型用户群体。最具价值型用户群体是最能帮助企业进行微博营销的核心群体。The paper firstly analyzes the overall statistical characteristics of the sample dataset . Then, according to the spread size, activity and usage frequency, we choose the follower number, followered number, mutual followed number and post frequency as the input index to subdivide the verified users. Results show that the verified users can be categorized to three types of the common group, the social group and the most valuable user group. As for Micro-blogging marketing, the most valuable user group can be of the most helpful.

关 键 词：新浪微博 加V用户 两步聚类分析法 微博营销 用户特征 

分 类 号：G350[文化科学—情报学]