社交网络中用户关注类型与发帖类型对发帖行为的影响
|
摘要
用户在线分享成为人们进行线上交流的主要方式之一,在社交平台上,人们可以选择关注自己感兴趣的用户,这些用户可以是明星,也可以是普通人群。人们在社交平台的发帖行为可以分为发原创帖和转发别人的帖子两种,发帖的数量和质量直接与平台的收入挂钩,因此如何鼓励人们在社交平台上发帖成为研究人员关心的问题。着眼于用户关注类型(意见领袖和非意见领袖)和发帖类型(原创帖和转发帖)对自身发帖行为的影响,采用从新浪微博获取的相关数据,从实证角度分析用户关注类型和发帖类型对自身发帖行为的影响,并运用工具变量的方法解决相关内生性问题。研究结果表明,意见领袖的发帖数(无论是转发帖还是原创帖)对自身发帖行为具有正向影响,非意见领袖的原创帖数对用户的发帖行为有正向影响,转发帖数对用户的发帖行为有负向影响。这是因为意见领袖很少与用户进行互动,做为信息的传递和扩散者,意见领袖的存在为用户提供了良好的发帖素材和来源,对用户的发帖行为产生纯粹的外生影响。然而非意见领袖的转发帖很大程度上会挤压粉丝用于发帖的时间,从而抑制粉丝的发帖行为。研究结果可以帮助研究人员更好地理解意见领袖和非意见领袖在社交平台的作用,洞悉用户发帖背后的动机。对于平台企业来说,营销人员可以根据用户关注的类型进行差异化的营销策略,从而提升平台的活跃度。建议平台企业的营销方案要因人而异,多采取个性化营销。
With the booming of online social networks( such as Facebook,Twitter and weibo),user generated content has become one of the main ways for people to communicate and share with each other online. On social platforms,people can choose to follow the users they are interested in,which can be stars or ordinary people. Meanwhile,people's posting behaviors on social platforms can also be divided into two types: sending original posts and forwarding others' posts. For platform operators,the quantity and quality of posts are directly related to the platform's revenues. So how to encourage people to post on social platforms has become one of the most important issues for researchers.This paper focuses on the influence of neighbor type( opinion leader vs. non-opinion leader) and posting type( original vs.forwarding) on individual posting behavior. The data are collected from Sina Weibo,which is a famous Chinese tweeter type social media. From the point of empirical analysis,we analyze the impact of user and posting type on the posting behavior,and use the instrumental variable method to solve endogenous problem. The study found that the number of posts of opinion leaders( whether forwarding or original) had a positive impact on the posting behavior of target users,and for non-opinion leaders,their original posts had a positive impact on target users,yet the forwarding posts had a negative impact. This is because opinion leaders rarely interact with ordinary users. As the transmitter and diffuser of information,the existence of opinion leaders provides good posting materials and sources for ordinary users,and has a purely exogenous impact on users' posting behaviors. However,for non-opinion leaders,their re-posting will largely squeeze the time used by the target users for posting,thus inhibiting one's posting behavior.The results of this paper can help researchers to better understand the role of opinion leaders and non-opinion leaders on social platforms,and more deeply understand the motivation behind users' posting behavior. For enterprises,marketing personnel can conduct differentiated marketing strategies according to the types of users' neighbors,so as to enhance the activity of the platform. We propose that the enterprise's marketing plan should be more personalized marketing based on individualized needs.
With the booming of online social networks( such as Facebook,Twitter and weibo),user generated content has become one of the main ways for people to communicate and share with each other online. On social platforms,people can choose to follow the users they are interested in,which can be stars or ordinary people. Meanwhile,people's posting behaviors on social platforms can also be divided into two types: sending original posts and forwarding others' posts. For platform operators,the quantity and quality of posts are directly related to the platform's revenues. So how to encourage people to post on social platforms has become one of the most important issues for researchers.This paper focuses on the influence of neighbor type( opinion leader vs. non-opinion leader) and posting type( original vs.forwarding) on individual posting behavior. The data are collected from Sina Weibo,which is a famous Chinese tweeter type social media. From the point of empirical analysis,we analyze the impact of user and posting type on the posting behavior,and use the instrumental variable method to solve endogenous problem. The study found that the number of posts of opinion leaders( whether forwarding or original) had a positive impact on the posting behavior of target users,and for non-opinion leaders,their original posts had a positive impact on target users,yet the forwarding posts had a negative impact. This is because opinion leaders rarely interact with ordinary users. As the transmitter and diffuser of information,the existence of opinion leaders provides good posting materials and sources for ordinary users,and has a purely exogenous impact on users' posting behaviors. However,for non-opinion leaders,their re-posting will largely squeeze the time used by the target users for posting,thus inhibiting one's posting behavior.The results of this paper can help researchers to better understand the role of opinion leaders and non-opinion leaders on social platforms,and more deeply understand the motivation behind users' posting behavior. For enterprises,marketing personnel can conduct differentiated marketing strategies according to the types of users' neighbors,so as to enhance the activity of the platform. We propose that the enterprise's marketing plan should be more personalized marketing based on individualized needs.
引文
[1]邓胜利,周婷.社交网站的用户交互动力研究.情报科学,2014,32(4):72-76,84.DENG Shengli,ZHOU Ting.Research on the user's interaction intention in social network sites.Information Science,2014,32(4):72-76,84.(in Chinese)
[2]葛红宁,周宗奎,牛更枫,等.社交网站使用能带来社会资本吗?.心理科学进展,2016,24(3):454-463.GE Hongning,ZHOU Zongkui,NIU Gengfeng,et al.Can social network sites use bring social capital to users?.Advances in Psychological Science,2016,24(3):454-463.(in Chinese)
[3]徐晓彤,胡松筠.社交网站用户兴趣模型研究.科技和产业,2014,14(11):156-160.XU Xiaotong,HU Songyun.Research on user interest model of social network sites.Science Technology and Industry,2014,14(11):156-160.(in Chinese)
[4]刘果.微博意见领袖的角色分析与引导策略.武汉大学学报(人文科学版),2014,67(2):115-118.LIU Guo.On roles of opinion leaders of Weibo and the strategy to strengthen Weibo discourse power.Wuhan University Journal(Arts&Humanity),2014,67(2):115-118.(in Chinese)
[5]马宁,田儒雅,刘怡君,等.基于动态网络分析(DNA)的意见领袖识别研究.科研管理,2014,35(8):83-92.MA Ning,TIAN Ruya,LIU Yijun,et al.Recognition of opinion leaders based on dynamic network analysis.Science Research Management,2014,35(8):83-92.(in Chinese)
[6]TRUSOV M,BODAPATI A V,BUCKLIN R E.Determining influential users in internet social networks.Journal of Marketing Research,2010,47(4):643-658.
[7]REINGEN P H,KERNAN J B.Analysis of referral networks in marketing:methods and illustration.Journal of Marketing Research,1986,23(4):370-378.
[8]STREBEL P.Organizing for innovation over an industry cycle.Strategic Management Journal,1987,8(2):117-124.
[9]SHRIVER S K,NAIR H S,HOFSTETTER R.Social ties and user-generated content:evidence from an online social network.Management Science,2013,59(6):1425-1443.
[10]TOUBIA O,STEPHEN A T.Intrinsic vs.image-related utility in social media:why do people contribute content to Twitter?.Marketing Science,2013,32(3):368-392.
[11]IYER G,KATONA Z.Competing for attention in social communication markets.Management Science,2016,62(8):2304-2320.
[12]COREY L G.People who claim to be opinion leaders:identifying their characteristics by self-report.Journal of Marketing,1971,35(4):48-53.
[13]涂红伟,严鸣.国外消费者意见领袖研究述评与展望.外国经济与管理,2014,36(5):32-39.TU Hongwei,YAN Ming.A review of foreign literature of consumer opinion leaders and prospects.Foreign Economics&Management,2014,36(5):32-39.(in Chinese)
[14]OHANIAN R.Construction and validation of a scale to measure celebrity endorsers'perceived expertise,trustworthiness,and attractiveness.The Journal of Advertising,1990,19(3):39-52.
[15]SUKI N M.Does celebrity credibility influence Muslim and non-Muslim consumers'attitudes toward brands and purchase intention?.Journal of Islamic Marketing,2014,5(2):227-240.
[16]LIS B,POST M.What's on TV?The impact of brand image and celebrity credibility on television consumption from an ingredient branding perspective.International Journal on Media Management,2013,15(4):229-244.
[17]MORIN D T,IVORY J D,TUBBS M.Celebrity and politics:effects of endorser credibility and sex on voter attitudes,perceptions,and behaviors.The Social Science Journal,2012,49(4):413-420.
[18]MADDUX J E,ROGERS R W.Effects of source expertness,physical attractiveness,and supporting arguments on persuasion:a case of brains over beauty.Journal of Personality and Social Psychology,1980,39(2):235-244.
[19]HORAI J,NACCARI N,FATOULLAH E.The effects of expertise and physical attractiveness upon opinion agreement and liking.Sociometry,1974,37(4):601-606.
[20]ROSS J A.Influence of expert and peer upon negro mothers of low socioeconomic status.The Journal of Social Psychology,1973,89(1):79-84.
[21]CHAIKEN S.Communicator physical attractiveness and persuasion.Journal of Personality and Social Psychology,1979,37(8):1387-1397.
[22]KAHLE L R,HOMER P M.Physical attractiveness of the celebrity endorser:a social adaptation perspective.Journal of Consumer Research,1985,11(4):954-961.
[23]BAKER M J,CHURCHILL G A,Jr.The impact of physically attractive models on advertising evaluations.Journal of Marketing Research,1977,14(4):538-555.
[24]JOSEPH W B.The credibility of physically attractive communicators:a review.Journal of Advertising,1982,11(3):15-24.
[25]MUDA M,MUSA R,MOHAMED R N,et al.The influence of perceived celebrity endorser credibility on urban women's responses to skincare product advertisement∥2011 IEEEColloquium on Humanities,Science and Engineering(CHUSER).Penang,Malaysia,2011:620-625.
[26]HOLLENSEN S,SCHIMMELPFENNIG C.Selection of celebrity endorsers:a case approach to developing an endorser selection process model.Marketing Intelligence&Planning,2013,31(1):88-102.
[27]冯时,景珊,杨卓,等.基于LDA模型的中文微博话题意见领袖挖掘.东北大学学报(自然科学版),2013,34(4):490-494.FENG Shi,JING Shan,YANG Zhuo,et al.Detecting topical opinion leaders based on LDA model in Chinese microblogs.Journal of Northeastern University(Natural Science),2013,34(4):490-494.(in Chinese)
[28]蔡淑琴,马玉涛,王瑞.在线口碑传播的意见领袖识别方法研究.中国管理科学,2013,21(2):185-192.CAI Shuqin,MA Yutao,WANG Rui.Study on the method of identifying opinion leaders for online word-of-mouth communication.Chinese Journal of Management Science,2013,21(2):185-192.(in Chinese)
[29]WATTS D J,DODDS P S.Influentials,networks,and public opinion formation.Journal of Consumer Research,2007,34(4):441-458.
[30]TROPE Y,LIBERMAN N.Construal-level theory of psychological distance.Psychological Review,2010,117(2):440-463.
[31]LIBERMAN N,TROPE Y.The role of feasibility and desirability considerations in near and distant future decisions:a test of temporal construal theory.Journal of Personality and Social Psychology,1998,75(1):5-18.
[32]AGARWAL N,LIU H,TANG L,et al.Identifying the influential bloggers in a community∥Proceedings of the 2008International Conference on Web Search and Data Mining.Palo Alto,California,2008:207-217.
[33]LI N,GILLET D.Identifying influential scholars in academic social media platforms∥Proceedings of the 2013 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining.Canada,2013:608-614.
[34]HUANG X,VODENSKA I,WANG F,et al.Identifying influential directors in the United States corporate governance network.Physical Review E,2011,84(4):046101-1-046101-8.
[35]张鼐,唐亚欧.大数据背景下用户生成行为影响因素的实证研究.图书馆学研究,2015(3):36-42,15.ZHANG Nai,TANG Yaou.An empirical study on the factors affecting user-generated content usage with big data.Research on Library Science,2015(3):36-42,15.(in Chinese)
[36]金燕,闫婧.基于用户信誉评级的UGC质量预判模型.情报理论与实践,2016,39(3):10-14.JIN Yan,YAN Jing.The prediction model of UGC quality based on user credit rating.Information Studies:Theory&Application,2016,39(3):10-14.(in Chinese)
[37]汪旭晖,张其林.用户生成内容质量对多渠道零售商品牌权益的影响.管理科学,2015,28(4):71-85.WANG Xuhui,ZHANG Qilin.Influencing mechanism of usergenerated content quality on brand equity of multichannel retailers.Journal of Management Science,2015,28(4):71-85.(in Chinese)
[38]沈璐,庄贵军,姝曼.品牌帖子转发与品牌偏好之间的因果关系.管理科学,2016,29(1):86-94.SHEN Lu,ZHUANG Guijun,SUPPANUCH Pan Chudabala.The causal relationship between the forwarding behavior of brand posts and brand preference.Journal of Management Science,2016,29(1):86-94.(in Chinese)
[39]CHEN X,CHEN Y,XIAO P.The impact of sampling and network topology on the estimation of social intercorrelations.Journal of Marketing Research,2013,50(1):95-110.
[40]MANSKI C F,PEPPER J V.Monotone instrumental variables:with an application to the returns to schooling.Econometrica,2000,68(4):997-1010.
[2]葛红宁,周宗奎,牛更枫,等.社交网站使用能带来社会资本吗?.心理科学进展,2016,24(3):454-463.GE Hongning,ZHOU Zongkui,NIU Gengfeng,et al.Can social network sites use bring social capital to users?.Advances in Psychological Science,2016,24(3):454-463.(in Chinese)
[3]徐晓彤,胡松筠.社交网站用户兴趣模型研究.科技和产业,2014,14(11):156-160.XU Xiaotong,HU Songyun.Research on user interest model of social network sites.Science Technology and Industry,2014,14(11):156-160.(in Chinese)
[4]刘果.微博意见领袖的角色分析与引导策略.武汉大学学报(人文科学版),2014,67(2):115-118.LIU Guo.On roles of opinion leaders of Weibo and the strategy to strengthen Weibo discourse power.Wuhan University Journal(Arts&Humanity),2014,67(2):115-118.(in Chinese)
[5]马宁,田儒雅,刘怡君,等.基于动态网络分析(DNA)的意见领袖识别研究.科研管理,2014,35(8):83-92.MA Ning,TIAN Ruya,LIU Yijun,et al.Recognition of opinion leaders based on dynamic network analysis.Science Research Management,2014,35(8):83-92.(in Chinese)
[6]TRUSOV M,BODAPATI A V,BUCKLIN R E.Determining influential users in internet social networks.Journal of Marketing Research,2010,47(4):643-658.
[7]REINGEN P H,KERNAN J B.Analysis of referral networks in marketing:methods and illustration.Journal of Marketing Research,1986,23(4):370-378.
[8]STREBEL P.Organizing for innovation over an industry cycle.Strategic Management Journal,1987,8(2):117-124.
[9]SHRIVER S K,NAIR H S,HOFSTETTER R.Social ties and user-generated content:evidence from an online social network.Management Science,2013,59(6):1425-1443.
[10]TOUBIA O,STEPHEN A T.Intrinsic vs.image-related utility in social media:why do people contribute content to Twitter?.Marketing Science,2013,32(3):368-392.
[11]IYER G,KATONA Z.Competing for attention in social communication markets.Management Science,2016,62(8):2304-2320.
[12]COREY L G.People who claim to be opinion leaders:identifying their characteristics by self-report.Journal of Marketing,1971,35(4):48-53.
[13]涂红伟,严鸣.国外消费者意见领袖研究述评与展望.外国经济与管理,2014,36(5):32-39.TU Hongwei,YAN Ming.A review of foreign literature of consumer opinion leaders and prospects.Foreign Economics&Management,2014,36(5):32-39.(in Chinese)
[14]OHANIAN R.Construction and validation of a scale to measure celebrity endorsers'perceived expertise,trustworthiness,and attractiveness.The Journal of Advertising,1990,19(3):39-52.
[15]SUKI N M.Does celebrity credibility influence Muslim and non-Muslim consumers'attitudes toward brands and purchase intention?.Journal of Islamic Marketing,2014,5(2):227-240.
[16]LIS B,POST M.What's on TV?The impact of brand image and celebrity credibility on television consumption from an ingredient branding perspective.International Journal on Media Management,2013,15(4):229-244.
[17]MORIN D T,IVORY J D,TUBBS M.Celebrity and politics:effects of endorser credibility and sex on voter attitudes,perceptions,and behaviors.The Social Science Journal,2012,49(4):413-420.
[18]MADDUX J E,ROGERS R W.Effects of source expertness,physical attractiveness,and supporting arguments on persuasion:a case of brains over beauty.Journal of Personality and Social Psychology,1980,39(2):235-244.
[19]HORAI J,NACCARI N,FATOULLAH E.The effects of expertise and physical attractiveness upon opinion agreement and liking.Sociometry,1974,37(4):601-606.
[20]ROSS J A.Influence of expert and peer upon negro mothers of low socioeconomic status.The Journal of Social Psychology,1973,89(1):79-84.
[21]CHAIKEN S.Communicator physical attractiveness and persuasion.Journal of Personality and Social Psychology,1979,37(8):1387-1397.
[22]KAHLE L R,HOMER P M.Physical attractiveness of the celebrity endorser:a social adaptation perspective.Journal of Consumer Research,1985,11(4):954-961.
[23]BAKER M J,CHURCHILL G A,Jr.The impact of physically attractive models on advertising evaluations.Journal of Marketing Research,1977,14(4):538-555.
[24]JOSEPH W B.The credibility of physically attractive communicators:a review.Journal of Advertising,1982,11(3):15-24.
[25]MUDA M,MUSA R,MOHAMED R N,et al.The influence of perceived celebrity endorser credibility on urban women's responses to skincare product advertisement∥2011 IEEEColloquium on Humanities,Science and Engineering(CHUSER).Penang,Malaysia,2011:620-625.
[26]HOLLENSEN S,SCHIMMELPFENNIG C.Selection of celebrity endorsers:a case approach to developing an endorser selection process model.Marketing Intelligence&Planning,2013,31(1):88-102.
[27]冯时,景珊,杨卓,等.基于LDA模型的中文微博话题意见领袖挖掘.东北大学学报(自然科学版),2013,34(4):490-494.FENG Shi,JING Shan,YANG Zhuo,et al.Detecting topical opinion leaders based on LDA model in Chinese microblogs.Journal of Northeastern University(Natural Science),2013,34(4):490-494.(in Chinese)
[28]蔡淑琴,马玉涛,王瑞.在线口碑传播的意见领袖识别方法研究.中国管理科学,2013,21(2):185-192.CAI Shuqin,MA Yutao,WANG Rui.Study on the method of identifying opinion leaders for online word-of-mouth communication.Chinese Journal of Management Science,2013,21(2):185-192.(in Chinese)
[29]WATTS D J,DODDS P S.Influentials,networks,and public opinion formation.Journal of Consumer Research,2007,34(4):441-458.
[30]TROPE Y,LIBERMAN N.Construal-level theory of psychological distance.Psychological Review,2010,117(2):440-463.
[31]LIBERMAN N,TROPE Y.The role of feasibility and desirability considerations in near and distant future decisions:a test of temporal construal theory.Journal of Personality and Social Psychology,1998,75(1):5-18.
[32]AGARWAL N,LIU H,TANG L,et al.Identifying the influential bloggers in a community∥Proceedings of the 2008International Conference on Web Search and Data Mining.Palo Alto,California,2008:207-217.
[33]LI N,GILLET D.Identifying influential scholars in academic social media platforms∥Proceedings of the 2013 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining.Canada,2013:608-614.
[34]HUANG X,VODENSKA I,WANG F,et al.Identifying influential directors in the United States corporate governance network.Physical Review E,2011,84(4):046101-1-046101-8.
[35]张鼐,唐亚欧.大数据背景下用户生成行为影响因素的实证研究.图书馆学研究,2015(3):36-42,15.ZHANG Nai,TANG Yaou.An empirical study on the factors affecting user-generated content usage with big data.Research on Library Science,2015(3):36-42,15.(in Chinese)
[36]金燕,闫婧.基于用户信誉评级的UGC质量预判模型.情报理论与实践,2016,39(3):10-14.JIN Yan,YAN Jing.The prediction model of UGC quality based on user credit rating.Information Studies:Theory&Application,2016,39(3):10-14.(in Chinese)
[37]汪旭晖,张其林.用户生成内容质量对多渠道零售商品牌权益的影响.管理科学,2015,28(4):71-85.WANG Xuhui,ZHANG Qilin.Influencing mechanism of usergenerated content quality on brand equity of multichannel retailers.Journal of Management Science,2015,28(4):71-85.(in Chinese)
[38]沈璐,庄贵军,姝曼.品牌帖子转发与品牌偏好之间的因果关系.管理科学,2016,29(1):86-94.SHEN Lu,ZHUANG Guijun,SUPPANUCH Pan Chudabala.The causal relationship between the forwarding behavior of brand posts and brand preference.Journal of Management Science,2016,29(1):86-94.(in Chinese)
[39]CHEN X,CHEN Y,XIAO P.The impact of sampling and network topology on the estimation of social intercorrelations.Journal of Marketing Research,2013,50(1):95-110.
[40]MANSKI C F,PEPPER J V.Monotone instrumental variables:with an application to the returns to schooling.Econometrica,2000,68(4):997-1010.