以一传百:电影微博营销网络结构研究  

To Be a Loudspeaker:the Structure of Film Microblog Forwarding Networks

作　　者：张明华 严威[2] ZHANG Minghua;YAN Wei(Business School,Renmin University of China,Beijing 100872,China;School of Economics and Management,Communication University of China,Beijing 100024,China)

机构地区：[1]中国人民大学商学院,北京100872 [2]中国传媒大学经济与管理学院,北京100024

出　　处：《信息系统学报》2024年第1期55-73,共19页China Journal of Information Systems

摘　　要：社交网络传播对电影等体验品极为重要,但网络结构影响传播效果。现有研究对网络结构角度的社交网络营销刻画不足。本文结合定性与定量方法分析电影官方微博主导的转发网络,从网络结构视角探究如何提升微博营销影响力。研究通过对网络结构指标聚类识别电影营销网络的形态结构,得到了由集中到分散的五类结构,并发现一类对影响力提升最为显著的网络;并对该类网络进行定性分析以归纳网络裂变关键成因,从而为企业微博营销提供实践指导。Social networks play an important role in the marketing of experience goods,such as films.The structure of social networks is different to a large extent,which is not well explored by existing studies,leading to insufficient guidance for social network marketing in practice.Therefore,this study combines qualitative and quantitative analysis to probe into the structure of film microblog forwarding networks dominated by the official microblog of a film to explore how to improve the influence of marketing microblog.First,through the clustering analysis of network structure,five categories of film microblog forwarding network structure are identified,which is from concentration to dispersion.One category has the most significant influence on the official microblog,named explosive giant networks.Then,the study conducts a qualitative analysis to further analyze this new category,in terms of the cause of network fission and the formation mechanism of the network structure.Based on this,the study finds three key causes:source node,content,key node and fan identity,which provides practical guidance for enterprise microblog marketing.

关 键 词：电影 微博营销 网络结构 聚类分析 网络裂变 

分 类 号：C931.6[经济管理—管理学]