摘要
基于新浪微博,采用社会网络分析等方法对"X银行信用卡"负面网络口碑信息进行研究。结果表明:负面口碑传播者间的交互,不仅对口碑当事者带来负面影响,还会波及其所在行业与其他机构;中间中心性高的用户在负面口碑传播中具有"控制力";发表的微博数、关注的用户数、粉丝数越多,其在负面口碑传播中的控制能力越强,所起到的桥梁作用越大。基于实证结果提出应对措施,如关注具有"粉丝数量多"等特点的重点微博用户等,为企业处理负面网络口碑提供借鉴参考。
Based on Sina.com Micro-blogging,this paper used Social Network Analysis etc.to analyze the communication of negative word-of-mouth（NWoM） of X Bank’s credit card.The results show that： a.interactions between disseminators not only bring negative effects to protagonists,but also affect the whole industry and the other entities;b.users with higher betweenness centrality,have more power in the communication of NWoM;c.the more micro-blogging essays,fans and followers the users have,the more power of controlling in the communication of NWoM they have.We also proposed some measures to deal with NWoM,e.g.focusing users with many fans,which may help businesses to handle such micro-blogging crisis.
出处
《情报杂志》
CSSCI
北大核心
2012年第7期6-10,24,共6页
Journal of Intelligence
基金
国家哲学社会科学基金重点项目"互联网用户群体协作行为模式的理论与应用研究"(编号:10ATQ004)
关键词
微博口碑
负面口碑
网络口碑
口碑传播
社会化媒体
micro-blogging word-of-mouth negative word-of-mouth internet word-of-mouth communication of word-of-mouth social media
