社会化媒体中关系强度对信息扩散的影响——基于新浪微博社会网络的实证分析-the influence of relationship intensity on information diffusion in social media - an empirical analysis based on sina weibo social network.docxVIP

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社会化媒体中关系强度对信息扩散的影响——基于新浪微博社会网络的实证分析-the influence of relationship intensity on information diffusion in social media - an empirical analysis based on sina weibo social network.docx

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社会化媒体中关系强度对信息扩散的影响——基于新浪微博社会网络的实证分析-the influence of relationship intensity on information diffusion in social media - an empirical analysis based on sina weibo social network

华中科技大学硕士学位论文华中科技大学硕士学位论文 II II Abstract According to the theory of the strength of ties, weak ties and strong ties play different roles in the relationship between the individuals, the individual and the social systems. The effect of information diffusion has difference with different strength of ties between actors. Research shows that, strong ties between the two sides trust and concern each other. Therefore , the strong ties communicate and exchange information. Weak ties are inclined to take a more conservative interaction and behavior. The purpose of this study is to explore that how this factor act on information diffusion process. This Empirical study used social network analysis ( UCINET software) and SPSS to find the characteristics of the network structure and the correlation between the strength and the diffusion. The results of this study indicate that enterprise, star enterprise and associated media are at the center position in micro-blog network. This three actors controled the initiative in information exchange. Others play the role of message receiver. Information diffusion process has affected by four factors:(1) Relationship role,(2) Contact number, (3)Comment support,(4) strength of ties. Fans are more willing to forward information.Those who are not fans are more willing to comment, particularly faced with enterprise crisis and may give negative comments. Strong ties are more willing to forward information, particularly the information about products and enterprise. Weak ties are more willing to forward the information not directly related to product and enterprise, the negative information and the information of sales. Keywords: The strength of ties Social Network Analysis Information Diffusion Microblog III III 目录摘要 I Abstract II 第一部分导论 1 1 研究背景 1 1.1 现实背景 1 1.2 理论背景 2 2 问题的提出及研究目的 2 第二部分理论基础 4 1 社会关系网络理论及相关应用 4 1.1 社会网络的基本概念 4 1.2 社会网络的核心理论 5 2 关系强度理论 6 2.1 关系强度理论及其应用 6 2.2 关系强度的测量 7 3 社会网络分析方法 9 1.1