企业危机公关中微博意见领袖的作用-研究

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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