摘要
基于媒介影响力形成的接触、接受、保持和提升4个环节,构建了以广度因子、深度因子、强度因子和效度因子为主要维度的微博意见领袖影响力评价指标体系。运用层次分析法,在专家群体决策的基础上赋予了各评价指标的权重。从微博中选取了10位意见领袖作为样本进行实证分析,研究发现粉丝规模、微博接受深度、线下知名度和二次传播力度是扩大影响力的关键。
Based on four stages of the formation of media influence： contact, acception, maintenance and enhancement, this paper estab-lished an influence evaluation index system of microblog opinion leaders, using wide factor, deep factor, strong factor and efficient factor as the main factor dimension. This paper assigned the weight to each evaluation indicator on the basis of experts-group decision-making through the method of AHP. This paper selected 10 opinion leaders from the microblog as an empirical analysis of samples, the study found that quantity scale of fans, accepted depth of microblog, offline reputation and secondary communication efforts were the key to ex-panding the influence.
出处
《情报杂志》
CSSCI
北大核心
2014年第8期178-183,202,共7页
Journal of Intelligence
基金
国家自然科学基金项目"微博热点话题传播模型与可视化研究"(编号:61272367)成果之一
关键词
微博
媒介
意见领袖
评价体系
microblog media opinion leaders evaluation system
