基于微博传播信息流的微博效果评价模型及实证研究

Enterprise Micro-blogging Marketing Effect Evaluation Model and Empirical Research Based on Micro-blogging Dissemination of Information Flow

基于用户行为视角,根据微博传播信息流,结合PageRank算法思想和用户行为权值,提出一种评价企业微博博文营销效果的量化方案。以当当网发布的微博博文及其转发与评论作为研究样本,依据评价方案筛选出营销效果排名前八的博文并作进一步分析,进而给出提升企业微博运营效果的策略建议。实验结果表明并不是博文转发数越多,营销效果就越好;互动影响力大的用户进行博文转发能够有效提升企业的微博营销效果。

Based on user behavior perspective,according to the micro-blogging dissemination of information flow,combined with the PageRank algorithm ideological weights and user behavior,this paper proposed a quantization scheme for evaluation of enterprise micro blogging marketing effectiveness.113 micro-blogging texts released by Dangdang as well as the forwarded contents and comments were studied as the study sample,among which eight of the top marketing effectiveness blogging were selected for further analysis,based on the evaluation scheme.Thus,strategic recommendation to enhance enterprise micro-blogging operation effect is given.Experimental results show that more blogging forwarded does not mean better marketing;the user with powerful interactive influence who forwards can effectively improve the enterprise micro-blogging marketing effect.