意见领袖使用印象管理策略的效果研究——以新浪微博为例的实证分析

PPublic Opinion Leader:Effects of Using Impression Management Strategies

随着网络技术的发展,我们迎来了微博时代。微博的出现让人们已经习惯了快速更迭的信息环境,迎来了网络舆论的又一个高潮,而意见领袖在微博的传播过程中起着举足轻重的作用。本文通过实证研究的方法,分析不同类型微博意见领袖进行印象管理的特征和策略,通过量化的分析微博意见领袖的管理策略和效果之间的内在关系,旨在为发挥意见领袖在公共事件舆论引导中的积极作用提供理论支持,以提高微博意见领袖的自我形象和舆论影响力。

We have entered the era of micro-blogging with the development and popularization of micro-biog. The emergence of micro-blog make people have become accustomed to the rapid change of the information envi- ronment ,also are conducive to another climax of network of public opinion, in addition, opinion leaders plays an important role in the dissemination process of the micro-biog. This paper was designed by the method of empirical research to analysis the characteristics and strategy of the different types micro-blog opinion leaders impression management, the intrinsic relationship between management strategies and the effect of the opinion leaders of mi- cro-blog, which may help play the positive role of opinion leaders in public events. At the same time, this paper may find some reasonable methods to strengthen the self-image and public opinion influence ofmicro-blog opinion leaders.