微信公众号影响力评价模型研究
|
摘要
[目的/意义]对微信公众号影响力进行评价研究,帮助企业客观评判微信公众号价值,指引自媒体微信公众号采取切实有效的措施不断提升影响力。[方法/过程]基于信息熵理论构建微信公众号影响力评价理论模型和数学模型,以4 876条微信公众号数据为样本,展开实证研究,并同清博指数、新榜指数进行对比分析,最后提出微信公众号影响力提升对策。[结果/结论]模型评价维度完整,变量更丰富,能够修正文章造假对影响力的数据偏差,评价效果较好,更能真实反映微信公众号价值。
[Purpose/significance] The evaluation of the influence of WeChat official accounts can help enterprises to objectively judge the value of WeChat official accounts, and instruct the media of WeChat to take effective measures to improve their influence. [Method/process] Based on information entropy theory, the theoretical model and mathematical model of WeChat official accounts influence evaluation are constructed, and 4 876 WeChat official accounts are taken as samples to carry out an empirical study. Compared with the Qing Bo index and the new index, finally, it puts forward the countermeasures to enhance the influence of WeChat official accounts. [Result/conclusion] The model is complete and rich in variable evaluation. It can amend the data deviation of the influence of the article fraud, and the effect of evaluation is better, and it can reflect the value of the WeChat official accounts more.
[Purpose/significance] The evaluation of the influence of WeChat official accounts can help enterprises to objectively judge the value of WeChat official accounts, and instruct the media of WeChat to take effective measures to improve their influence. [Method/process] Based on information entropy theory, the theoretical model and mathematical model of WeChat official accounts influence evaluation are constructed, and 4 876 WeChat official accounts are taken as samples to carry out an empirical study. Compared with the Qing Bo index and the new index, finally, it puts forward the countermeasures to enhance the influence of WeChat official accounts. [Result/conclusion] The model is complete and rich in variable evaluation. It can amend the data deviation of the influence of the article fraud, and the effect of evaluation is better, and it can reflect the value of the WeChat official accounts more.
引文
[1]LIEN C H,CAO Y,ZHOU X.Service quality,satisfaction,stickiness,and usage intentions:an exploratory evaluation in the context of We Chat services[J].Computers in human behavior,2017,68:403-410.
[2]ZHANG C B,LI Y N,WU B,et al.How We Chat can retain users:roles of network externalities,social interaction ties,and perceived values in building continuance intention[J].Computers in human behavior,2017,69:284-293.
[3]ZHAO R,WEI M.Academic impact evaluation of Wechat in view of social media perspective[J].Scientometrics,2017,112(3):1777-1791.
[4]颜月明,赵捧未.一种微信公众号影响力的评估方法[J].情报杂志,2016,35(9):141-145.
[5]段尧清,程宁静,肖博.基于政务微信公众号的易得性信息特征研究[J].情报科学,2016,34(7):131-135.
[6]樊茗玥,王若楠,覃睿,等.基于MAIN模型的社会化媒体信息可信度影响因素研究---以微信公众号为例[J].情报科学,2017(7):101-106.
[7]闫奕文,张海涛,孙思阳,等.基于BP神经网络的政务微信公众号信息传播效果评价研究[J].图书情报工作,2017,61(20):53-62.
[8]TRIPLETT N.The dynamogenic factors in pacemaking and competition[J].American journal of psychology,1970,9(4):507-533.
[9]CIALDINI R B,GOLDSTIEN N J.Social influence:compliance and conformity[J].Annual review of psychology,2004,55(1):591.
[10]赵立.中小企业家的道德影响力:理论与实证检验[J].管理世界,2012(4):183-185.
[11]汪湘陵.超越注意力经济走向影响力经济[D].长沙:中南大学,2007.
[12]RIQUELME F,GON Z,LEZ-CANTERGIANI P.Measuring user influence on Twitter[M].Oxford:Pergamon Press,2016:949-975.
[13]HUANG J,GUO J.Providing library information services through We Chat:a study of project 985 university libraries in China[J].Library trends,2017,66(2):101-118.
[14]詹宝强,温文豪,徐圣兵.媒体微信公众号传播影响力的主成分优化实证研究[J].情报探索,2016(12):62-68.
[15]冀芳,张夏恒.学术期刊微信公众平台影响力研究---基于5种CSSCI来源期刊的实证分析[J].情报杂志,2016,35(4):147-151.
[16]郭顺利,张向先,李中梅.高校图书馆微信公众平台传播影响力评价体系研究[J].图书情报工作,2016,60(4):29-36.
[17]朱韶蓁,沈芸.一条微信,219万阅读量---从钱报官微实践初探移动新媒体的传播特征[J].新闻战线,2015(9):61-63.
[18]郑华如.“100万+”的启示:你推送的微信内容紧贴用户了吗?---以羊城晚报官方微信头条选题为例[J].中国记者,2015(9):80-82.
[19]SHANNON C E.A mathematical theory of communication:the bell system technical journal[J].Journal of the Franklin Institute,1938,196(4):519-520.
[20]IDIODI J O A,ONATE C A.Entropy,fisher information and variance with Frost-Musulin potenial[J].Communications in theoretical physics,2016,66(9):269-274.
[21]SANG Y F,WANG D,WU J C,et al.Information entropy theory based noise reduction method for hydrologic series data analysis[J].Journal of hydraulic engineering,2009,40(8):919-926.
[22]何西培,何坤振.信息熵辨析与熵的泛化[J].情报杂志,2006,25(12):109-112.
[23]GUO-HUO S,AVILA A,SHI-HAI D.Quantum information entropies of the eigenstates for the Pschl-Teller-like potential[J].Chinese Physics B,2013,22(5):117-121.
[24]黄亚驹,陈福集,游丹丹.基于混合算法和BP神经网络的网络舆情预测研究[J].情报科学,2018,36(2):24-29.
[25]杨强,申亚琛.微商信息源特性对消费者购买意愿的影响研究[J].大连理工大学学报,2017,38(2):27-32.
[26]刘珍,过仕明.网络信息生态系统优化路径研究[J].情报科学,2017(3):31-36.
[27]俞立平.科技评价中关键指标的测度方法研究---以学术期刊评价为例[J].图书情报工作,2017,61(18):93-97.
[2]ZHANG C B,LI Y N,WU B,et al.How We Chat can retain users:roles of network externalities,social interaction ties,and perceived values in building continuance intention[J].Computers in human behavior,2017,69:284-293.
[3]ZHAO R,WEI M.Academic impact evaluation of Wechat in view of social media perspective[J].Scientometrics,2017,112(3):1777-1791.
[4]颜月明,赵捧未.一种微信公众号影响力的评估方法[J].情报杂志,2016,35(9):141-145.
[5]段尧清,程宁静,肖博.基于政务微信公众号的易得性信息特征研究[J].情报科学,2016,34(7):131-135.
[6]樊茗玥,王若楠,覃睿,等.基于MAIN模型的社会化媒体信息可信度影响因素研究---以微信公众号为例[J].情报科学,2017(7):101-106.
[7]闫奕文,张海涛,孙思阳,等.基于BP神经网络的政务微信公众号信息传播效果评价研究[J].图书情报工作,2017,61(20):53-62.
[8]TRIPLETT N.The dynamogenic factors in pacemaking and competition[J].American journal of psychology,1970,9(4):507-533.
[9]CIALDINI R B,GOLDSTIEN N J.Social influence:compliance and conformity[J].Annual review of psychology,2004,55(1):591.
[10]赵立.中小企业家的道德影响力:理论与实证检验[J].管理世界,2012(4):183-185.
[11]汪湘陵.超越注意力经济走向影响力经济[D].长沙:中南大学,2007.
[12]RIQUELME F,GON Z,LEZ-CANTERGIANI P.Measuring user influence on Twitter[M].Oxford:Pergamon Press,2016:949-975.
[13]HUANG J,GUO J.Providing library information services through We Chat:a study of project 985 university libraries in China[J].Library trends,2017,66(2):101-118.
[14]詹宝强,温文豪,徐圣兵.媒体微信公众号传播影响力的主成分优化实证研究[J].情报探索,2016(12):62-68.
[15]冀芳,张夏恒.学术期刊微信公众平台影响力研究---基于5种CSSCI来源期刊的实证分析[J].情报杂志,2016,35(4):147-151.
[16]郭顺利,张向先,李中梅.高校图书馆微信公众平台传播影响力评价体系研究[J].图书情报工作,2016,60(4):29-36.
[17]朱韶蓁,沈芸.一条微信,219万阅读量---从钱报官微实践初探移动新媒体的传播特征[J].新闻战线,2015(9):61-63.
[18]郑华如.“100万+”的启示:你推送的微信内容紧贴用户了吗?---以羊城晚报官方微信头条选题为例[J].中国记者,2015(9):80-82.
[19]SHANNON C E.A mathematical theory of communication:the bell system technical journal[J].Journal of the Franklin Institute,1938,196(4):519-520.
[20]IDIODI J O A,ONATE C A.Entropy,fisher information and variance with Frost-Musulin potenial[J].Communications in theoretical physics,2016,66(9):269-274.
[21]SANG Y F,WANG D,WU J C,et al.Information entropy theory based noise reduction method for hydrologic series data analysis[J].Journal of hydraulic engineering,2009,40(8):919-926.
[22]何西培,何坤振.信息熵辨析与熵的泛化[J].情报杂志,2006,25(12):109-112.
[23]GUO-HUO S,AVILA A,SHI-HAI D.Quantum information entropies of the eigenstates for the Pschl-Teller-like potential[J].Chinese Physics B,2013,22(5):117-121.
[24]黄亚驹,陈福集,游丹丹.基于混合算法和BP神经网络的网络舆情预测研究[J].情报科学,2018,36(2):24-29.
[25]杨强,申亚琛.微商信息源特性对消费者购买意愿的影响研究[J].大连理工大学学报,2017,38(2):27-32.
[26]刘珍,过仕明.网络信息生态系统优化路径研究[J].情报科学,2017(3):31-36.
[27]俞立平.科技评价中关键指标的测度方法研究---以学术期刊评价为例[J].图书情报工作,2017,61(18):93-97.