企业微博影响力.pdfVIP

·1· 企业微博影响力指数研究* 郝晓玲摇 陈轶杰 (上海财经大学信息管理与工程学院摇 上海摇 200433) 摘摇 要摇 随着微博用户规模以及其影响力不断提升,微博作为企业营销平台的价值也逐步体现。 本文综述了微博 领域的最新研究成果,运用主成分分析法通过对企业官方微博的信息收集,归纳了五种企业微博主要影响因子,即 微博信息覆盖广度主成分、微博信息内容主成分、粉丝质量主成分、微博交互主成分、微博管理水平主成分,并在此 基础上建立了微博影响力指数的计算方法,并利用该方法对100 家企业微博进行了微博影响力的排名。 关键词摇 微博摇 企业微博摇 主成分分析摇 影响力指数 中图分类号摇 G206摇 摇 摇 摇 摇 摇 文献标识码摇 A摇 摇 摇 摇 摇 摇 文章编号摇 1002-1965(2013)07- Study on Influence IndexEnterprise Microblog Hao Xiaoling摇 Chen Yijie (School of Information Management and Engineering,Shanghai University of Finance and Economics,Shanghai摇 200433) Abstract摇 Owing to therapiddevelopmentofthesizeofMicroblogusersanditsinfluence,moreandmorecompaniespayattentiontoen鄄 terprise Microblog. ThebusinessvalueofMicroblogbecomesmoreandmorepopular. Thispaperaimstoestablishthemethodtomeasure the microblog influence. Firstly,thetheoreticalandpracticalsignificanceofthelatestresearchresultsonthemicroblogplatformisexpoun鄄 ded. Secondly,correlationanalysisisusedtostudythecorrelationbetweenenterpriseuserbehaviorcharacteristics. Thenfivemainingredi鄄 entsare summarized to establish the evaluation index of the influence of the microblog:breadth of microblog information coverage,con鄄 tent,fansquality,interactive level,and management level. In addition,microblog influence index is calculated on this basis,and the method for enterprise microblog influence rankingsiscompared with SinaMicroblogranking,which provestheeffectivenessofthemeth鄄 od. Key words摇 Microblog摇 enterprise Microblog摇 principal component analysis摇 influence index 和内容特征。 0摇 引摇 言 1摇 国内外文献综述 数字化的信息传递方式潜移默化地改变着我