欢迎来到天天文库
浏览记录
ID:34598674
大小:5.12 MB
页数:57页
时间:2019-03-08
《企业危机公关中微博意见领袖的作用-研究》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、AbstractMicrobloghasbecomeanirreplaceablemediaindailylife.OpinionleaderspIayavitalroleintheprocessofpublicopinion’sdevelopment,whichactasthecoreconnectionofMicrobloginformationflow.Underthiskindofmediacircumstance.enterprisecrisismanagementhavetofaceunprecedentedchallenge.Makinggooduseoftheadvanta
2、geofmicroblogwillenhancethecommunicationettectofenterprisemessage.However,microblogis“ownedmedia”,whichmeansanYonecanreleasemessagesoniteasily.Astheconfusionofinformationsourcedifficulttodistinguishbetweenrightandwrongonmicroblog.Microblogalsobecomea80urceofenterprisecrisis.Opinionleadersarethecru
3、cialcharacterinmicroblog.Tosomeextent,whethertheycangetproperleadbytheopinionleadersarethekeypoint士orenterprisetopullthroughthecrisis.Therefore,enterprisecrisismanagementshouldattachImportancetotheeffectofmicroblogopinionleaders.1hemalnVleWofthepaperareasfollow:(1)Microblogopinionleadershaveeffect
4、onagendasetting,diffusionenlargingandpublicopinionleading.Themainmalulerstoexertmicroblogopinionleaders’effectarereleasingnews,gamingeachother,andinteractingwithfans.(2)TheactofopinionleaderswaseffectbvthreePOInts,whicharethemicroblog’scontentquality,thecorrelationwithhotspot.andthecelebrityeffect
5、.Also,theprocessofmicroblogcommunicationoccurredalmostthe5ametimebothonandoffline.(3)Purposinginnovationdiffusionmodelofmicrobl02oPlnlonleader’sinfluence.Themodelwillbedescribedinthreeaspect:themergeofprimarydiffusionstage,thespecialaudienceandtheinteractivecommunication.f4)lndlcatlngsomeproblemwh
6、enwemakeuseofthemicroblogopinionleaders,effectinenterprisecrisismanagement,forexamplethedispersalofownedmicroblogopinionleaders,thelackofguidancetoothermicroblogopinionleaders,andoverrelianceonmicroblogopinionleaders.Tosolvetheseproblem,wealsothinkoftactics.whicharemergetheownedmicroblogopinionlea
7、dergroup,enhancecommunicationwithothermicroblogopinionleaders,andmultipleutilizetheeffectofmicroblogopinionleaders.KeyWords:EnterpriseCrisisManagement;Microblog;0pinionLeaders;EH.ect企业危机公关中微博意见领袖的作用研究日罩目爿弋湖南大学学位论
此文档下载收益归作者所有