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1、微博主影响力评价指标体系科学构建［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；
2、微博主；媒介影响力；评价指标；新媒体营销ScientificConstructionoftheEvaluationIndexSystemforMicrobloggersInfluenceChenMingliangQiuTingtingXieYing(SchoolofManagement,ZhejiangUniversity,Hangzhou310058,China)Abstract：TheprogressoftheInternetandmobileInternettechnologyhasdriventheleapforwarddevelopmentofnewmed
3、ia.Microblogginghasbecomeoneofthemostimportantrepresentativesofnewmediaforitsdiversepla.tfonus,easyinformationsharingandstreamlinedcontents・Ontheplatformofmicroblogging,notonlycanofflinestarshavemanyfans,butgrassrootsuserscanalsoobtainahugefanbasethroughtheirownefforts・Thepa/tternthat“
4、everyoneisamediaoutletandeveryonehasa.voice,fhasbrokentheexecutivemonopolisticpatternoftraditionalmedia,andmillionsofmicrobloggersconstituteapowerfulmediagroup,whichhasplayedanonnegligibleroleinspreadingthenewsofemergencyevents,socialeventsandcommercialevents.Consideringitsincomparable
5、power,enterprisestreatmicrobloggingasanimportantstrategicconstitutionoftheirnewmediamarketing.However,themassivemircobloggingmarketinginformationmakesitdifficultforenterprisestoefficientlyattracttheircustomersattentionastheeffectsofmircobloggingmarketingarelimited・Toimprovetheefficienc
6、yofmicrobloggingmarketing,itisessentialforenterprisestomakefulluseoftheleadershipeffectsofthosehighlyinfluentialmicrobloggers.Inthepatternofgrassrootsmedia,howtoscientificallyassesseverymicrobloggersimpactsoastoidentifythehighlyinfluentialmicrobloggershasthusbecomethekeytothesuccessofm
7、icrobloggingmarketing.Basedontheformationtheoryofmediainfluence,andbymeansoftheoreticalscreeningandthethreestepempiricalscreeningofmembershipanalysis,correlationanalysisanddiscernmentanalysis,theevaluationindexsystemofmicrobloggersinfluenceisproposedwitheightindices,suchas"microblogg
