简析微博主影响力评价指标体系的科学构建论文

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1、简析微博主影响力评价指标体系的科学构建论文微博主影响力评价指标体系的科学构建论文导读：本论文是一篇关于微博主影响力评价指标体系的科学构建的优秀论文范文,对正在写有关于影响力论文的写有一定的参考和指导作用,stemforMicrobloggersInfluence　　ChenMingliangQiuTingtingXieYing　　（SchoolofManagement，ZhejiangUniversity，Hangzhou310058，China）Abstract：TheprogressoftheInterandmobileInte

2、rtechnologyhasdriventheleapforentofneedia.Microblogginghasbeeoneofthe[摘要]微博营销是蕴含无穷价值的新媒体营销的典型代表，而充分发挥高影响力微博主的意见领袖效应则是微博营销的重点，因此，如何科学地评估微博主影响力，进而识别出高端微博主群体，成为微博营销成功的关键。在媒介影响力形成理论的指导下，通过理论遴选和隶属度分析、相关性分析、鉴别力分析三步实证遴选，可构建由“微博使用时间”、“原创微博数”、“微博主业内知名度”、“粉丝转发次数”等8个指标构成的微博主影响力评价

3、指标体系。该指标体系完整地涵盖了媒介影响力形成的接触、认知、说服、二次传播四个环节，能够更客观、科学地衡量微博主的影响力。　　[关键词]微博；微博主；媒介影响力；评价指标；新媒体营销　　ScientificConstructionoftheEvaluationIndexSystemforMicrobloggersInfluence　　ChenMingliangQiuTingtingXieYing　　（SchoolofManagement，ZhejiangUniversity，Hangzhou310058，China）Abstract

4、：TheprogressoftheInterandmobileIntertechnologyhasdriventheleapforentofneedia.Microblogginghasbeeoneofthemostimportantrepresentativesofneediaforitsdiverseplatforms，easyinformationsharingandstreamlinedcontents.Ontheplatformofmicroblogging，notonlycanofflinestarshavemanyfa

5、ns，butgrassrootsuserscanalsoobtainahugefanbasethroughtheiroediaoutletandeveryonehasavoice″hasbrokentheexecutivemonopolisticpatternoftraditionalmedia，andmillionsofmicrobloggersconstituteapoediagroup，ergencyevents，socialeventsandmercialevents.Consideringitsinparablepoicr

6、obloggingasanimportantstrategicconstitutionoftheirneediamarketing.Hoassivemircobloggingmarketinginformationmakesitdifficultforenterprisestoefficientlyattracttheircustomersattentionastheeffectsofmircobloggingmarketingarelimited.Toimprovetheefficiencyofmicrobloggingmarke

7、ting，itisessentialforenterprisestomakefulluseoftheleadershipeffectsofthosehighlyinfluentialmicrobloggers.Inthepatternofgrassrootsmedia，hoicrobloggersimpactsoastoidentifythehighlyinfluentialmicrobloggershasthusbeethekeytothesuccessofmicrobloggingmarketing.　　Basedonthefo

8、rmationtheoryofmediainfluence，andbymeansoftheoreticalscreeningandthethreestepempiricalscreeningofmembershipanalysis，c