基于社会网络分析的网络意见领袖研究——以一汽马自达新浪微博为例

Abstract

对于网络口碑营销来说，如何有效地锁定意见领袖是一个重要的课题。然而，网络意见领袖存 在于复杂的网络结构中。因此，本研究采用社会网络分析对一汽马自达新浪微博中的网络意见领袖进行抽取并 探讨他们在口碑信息传播中的作用。通过分析我们发现，少数的网络意见领袖拥有紧密而广泛的通讯网络，他 们在信息普及前期起到积极的推动作用。同时我们考察了2014年以来一汽马自达企业微博的信息转发效果，并 对企业信息传播策略提出建议。Looking for the opinion leaders effectively is a big challenge in many online word of mouth marketing campaigns. However, the online opinion leaders are in the complicate network structure. From this point, we used social network analysis to extract the online opinion leaders in FAW Mazda Sina microblog and analyzed their role in the dissemination of word of mouth. We find that: Few online opinion leaders close and broad communication channels, they play an active role in the preceding period of information dissemination process. We also explored the information dissemination effect of FAW Mazda microblog since 2014, and we gave suggestions for the enterprise strategy of information dissemination.