关系强度对移动社交媒体传播效果的影响分析

The Influence of Relation Tie Strength on the Communication Effect of Mobile Social Media

近年来,随着社交媒体应用的不断发展,关于其覆盖率、传播内容、经营模式等议题的讨论层出不穷。多数研究仅停留在一般的量化统计,而对媒体深层次的传播效果研究止步不前。本研究以当下应用最为广泛的两种社交媒体微信朋友圈及微博作为研究对象,对大学生的移动社交媒体使用习惯进行调查,并发现用户关系强度与社交媒体的传播效果存在着显著的正相关关系。

With the unceasing development of social media application,countless studies of its coverage rate,communication contents,business pattern and other topics have been emerged.However,most of the researches merely remained at a general quantitative statistics,few people had tried to look into the communication effects in depth.This research takes two of the most widely used social medias,WeChat and Micro-blog,as its study objects,observes the mobile social media usage habit of university students and has found out that the relation tie strength and the communication effects have positive correlation one to the other.