基于互动行为的企业微博传播效果评价与分析  

Evaluation and Analysis of Enterprise Microblog Communication Effects Based on User Interaction

作　　者：席运江[1] 邓雨珊 廖晓 谢正霞 Xi Yunjiang;Deng Yushan;Liao Xiao;Xie Zhengxia(School of Business Administration,South China University of Technology,Guangzhou 510006,China;School of Internet Finance and Information Engineering,Guangdong University of Finance,Guangzhou 510521,China)

机构地区：[1]华南理工大学工商管理学院,广东广州510641 [2]广东金融学院互联网金融与信息工程学院,广东广州510521

出　　处：《现代情报》2021年第5期149-158,共10页Journal of Modern Information

基　　金：国家自然科学基金项目“基于本体学习与本体映射的组织异构数据融合方法研究”(项目编号:71771054);国家自然科学基金项目“基于超网络的企业微博知识挖掘及整合方法研究”(项目编号:71371077)。

摘　　要：[目的/意义]微博传播效果评价,可以帮助企业更准确地了解其品牌、事件、舆情等在社交平台的传播情况。但由于受到水军、虚假粉丝等不良影响,微博的真实传播效果难以被衡量。[方法/过程]本文基于微博用户的互动行为,在交互强度的基础上提出了用户交互影响度算法,并引入话题传播深度、广度、速率、效率及用户传播贡献度的概念,从而较为完整地对企业微博的传播效果进行评价。[结果/结论]仿真模拟发现交互影响度算法与真实情况吻合较好,可有效消除虚假交互数据的影响。“华为手机”官方微博的实例验证结果表明,上述方法可从多个维度对传播效果进行深入分析,分析框架合理有效,分析结果也可为企业的品牌传播、社会化营销等提供改进意见。[Purpose/Significance]Weibo communication effect evaluation can help enterprises to more accurately understand the communication of their brands,events,public opinions and other information on social platforms.However,due to the negative influence of water army and fake fans,it is difficult to measure the true communication effect of microblog.[Method/Process]Based on the interaction behavior of Weibo users,this paper proposed the algorithm of user interaction influence degree on the basis of interaction intensity,and introduced the concepts of topic communication depth,width,rate,efficiency and user communication contribution degree,so as to evaluate the communication effect of enterprise microblog in a relatively complete way.[Results/Conclusion]Simulation results showed that the interaction influence degree algorithm was in good agreement with the real situation,which can effectively eliminate the influence of false interactive data.The verification results of the official microblog of“Huawei Mobile”showed that the above methods can conduct in-depth analysis of the communication effect from multiple dimensions,and the analysis framework was reasonable and effective.The analysis results can also provide suggestions for the improvement of brand communication and social marketing of enterprises.

关 键 词：用户交互 互动行为 传播效果 评价 话题分析 用户聚类 企业微博 华为手机 

分 类 号：G206[文化科学—传播学] F274[经济管理—企业管理]