品牌危机中微博网络与声望博文特征研究——以“麦当劳过期门”事件为例

Study of Micro-blog Networks and Prestige Text in Brand Crisis——Based on the McDonald Crisis

品牌危机中的微博传播是近期研究的热点问题。本研究运用社会网络分析揭示了在品牌危机中微博转发网络与回复网络的结构图。在此基础上,探索了两个网络的声望微博主的品牌危机传播博文在类型框架、主题、归因、修辞四个方面存在的差异,提出声望微博主的属性、微博转发/回复功能特点和跟随者行为动机是影响品牌危机中博文被转发或被回复的主要原因。

Micro-blog communication in brand crisis has been the focus. This study reveals the structures of the forward network and the reply network by social net analysis method. Based on it, this article also explores the difference of 5 characters which are types of frame, topic, attribution, attitude to the brand and rhetoric of text of prestige micro-bloggers between the forward network and the reply network. Finally, the study suggests the attribution of prestige micro-bloggers, forward/ reply function and behavioral motive of followers are the causes of the difference.