摘要
作为被广泛使用的社交媒体,微信已经成为热点事件和网络舆情的重要策源地,科学准确评估微信公众号的影响力对于明晰微信信息传播特点,深入挖掘微信传播潜力,进一步规范和指导微信平台的传播行为具有较大的理论和实践意义。在对既有关于微信公众号影响力研究进行梳理和评价的基础上,基于传播效果测量的设计,坚持以受众为中心、由浅入深多层次考察准则,运用德尔菲法和层次分析法建构一套微信公众号影响力指标体系。该指标体系由4个一级指标和9个二级指标构成,并运用线性合成法合成微信公众号影响力指数。
As the widely used social media,We Chat has become an important source of hotspots and internet public opinion. It is of great theoretical and practical significance to scientifically and accurately evaluate the influence of the We Chat public account to clarify the characteristics of We Chat information dissemination,to dig into the potential of WeChat communication,and to further standardize and guide the dissemination of the We Chat platform. On the basis of combing and evaluating the research on the influence of We Chat public account,based on the design of the measurement of the effect of communication,we adhere to the audience centered and deep and multi-level inspection criteria,and use Delphi method and analytic hierarchy process to construct a set of We Chat public account influence index system. The index system is composed of 4 first level indicators and 9 second level indicators,and the influence index of We Chat public account is synthesized by linear synthesis method.
作者
张思怡
钟瑛
ZHANG Siyi;ZHONG Ying(School of Journalism and Information Communication,Huazhong University of Science & Technology,Wuhan 430080,China)
出处
《重庆邮电大学学报（社会科学版）》
2019年第3期71-79,共9页
Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)
基金
国家社会科学基金青年项目:少数民族聚居区舆论引导能力建设研究(13CXW030)
关键词
微信公众号
影响力
评价指标
效果测量
We Chat public account
influence
evaluation index
effect measurement
