基于社会网络分析的企业微博营销与信息瀑布传播实证研究
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摘要
随着web2.0时代互联网的去中心化、扁平化和个人化,一种新的社会化媒体——微博应运而生。微博因具有即时、互动、开放的传播特点,逐渐成为网络营销的新战场,企业如何利用微博开展营销活动成为研究热点。本文以新浪微博为研究对象,应用社会网络分析法探究微博营销。主要研究工作包括：
1.使用java语言编写数据抓取程序,通过多线程访问新浪微博API接口的方式完成了大规模数据采集工作。
2.对新浪微博社会网络结构及用户行为进行了分析。通过计算度分布、平均路径长度、聚类系数等结构指标,验证了新浪微博社会网络的小世界和无标度特性。通过分析用户发布、转发与评论微博的行为特征,发现了微博用户在行为上的差异性。
3.构建了企业微博营销效果的影响因素模型并进行实证分析。本研究创新性地以企业发布的微博被转发而形成的“信息瀑布”的扩散效果为切入点来衡量微博营销效果。在总结国内外相关研究的基础上,提取微博要素、企业节点特征和转发节点特征三方面因素,构建了信息瀑布扩散效果的影响因素模型,通过新浪微博上采集的实证数据验证了上述因素对信息瀑布扩散范围和扩散速度的影响。
4.基于模型分析结论,就企业如果利用有效手段,通过对影响因素的正向利用来提升微博营销效果给出了策略建议。
With the Internet's becoming increasingly decentralized, flattened and personalized, microblogging, a new social media came into being. Due to its immediate and interactive advantages in propagation ability, micrblog is gradually becoming a wonderful platform for enterprise marketing. Chosen Sina microblog as an example, this paper studied enterprise microblogging based on social network analysis. The major work includes:
a. Wrote a data crawling programm to collecting large-scale data through Sina microblogging API interface.
b. Analyzed social network topology and user behavior patterns of Sina microblog. This paper calculated key network topology indicators including average path length, clustering coefficient and degree distribution, and proved small-world and scale-free characteristics of Sina miroblog. Through behavior analysis this paper found obvious heterogeneity on microblog user activity.
c. Built a model to analyze the influencing factors and their effects on enterprise microblogging. From the diffusion dynamics point of view, this paper used the propagation of information cascades caused by repost behaviors to evaluate the effect of enterprise microblogging, and considered influencing factors from three aspects:post elements, enterprise node characteristics and forwarding node characteristics.
d. Proposed practical suggestions for enterprise microblogging based on previous model analysis.
1.使用java语言编写数据抓取程序,通过多线程访问新浪微博API接口的方式完成了大规模数据采集工作。
2.对新浪微博社会网络结构及用户行为进行了分析。通过计算度分布、平均路径长度、聚类系数等结构指标,验证了新浪微博社会网络的小世界和无标度特性。通过分析用户发布、转发与评论微博的行为特征,发现了微博用户在行为上的差异性。
3.构建了企业微博营销效果的影响因素模型并进行实证分析。本研究创新性地以企业发布的微博被转发而形成的“信息瀑布”的扩散效果为切入点来衡量微博营销效果。在总结国内外相关研究的基础上,提取微博要素、企业节点特征和转发节点特征三方面因素,构建了信息瀑布扩散效果的影响因素模型,通过新浪微博上采集的实证数据验证了上述因素对信息瀑布扩散范围和扩散速度的影响。
4.基于模型分析结论,就企业如果利用有效手段,通过对影响因素的正向利用来提升微博营销效果给出了策略建议。
With the Internet's becoming increasingly decentralized, flattened and personalized, microblogging, a new social media came into being. Due to its immediate and interactive advantages in propagation ability, micrblog is gradually becoming a wonderful platform for enterprise marketing. Chosen Sina microblog as an example, this paper studied enterprise microblogging based on social network analysis. The major work includes:
a. Wrote a data crawling programm to collecting large-scale data through Sina microblogging API interface.
b. Analyzed social network topology and user behavior patterns of Sina microblog. This paper calculated key network topology indicators including average path length, clustering coefficient and degree distribution, and proved small-world and scale-free characteristics of Sina miroblog. Through behavior analysis this paper found obvious heterogeneity on microblog user activity.
c. Built a model to analyze the influencing factors and their effects on enterprise microblogging. From the diffusion dynamics point of view, this paper used the propagation of information cascades caused by repost behaviors to evaluate the effect of enterprise microblogging, and considered influencing factors from three aspects:post elements, enterprise node characteristics and forwarding node characteristics.
d. Proposed practical suggestions for enterprise microblogging based on previous model analysis.
引文
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