基于社会网络分析的兴趣图谱口碑传播者角色分析

Study of WOM Spreaders' Roles in Interest Graph Based on Social Network Analysis

兴趣图谱商业应用的优势在于拥有社会化的信息分享、互动传播机制,社会化营销借助兴趣图谱的形式可以实现丰富而高质量口碑分享,获得高质量的品牌传播效果。本文利用社会网络理论分析了口碑传播行动者间的联系网,对基于兴趣图谱的网络口碑传播网络中的行动者角色进行分析,分别从点度中心性、中间中心性和接近中心性3个方面对口碑传播的行动者中心性进行了探讨,对口碑传播中行动者的的权力维度进行划分,并利用归纳出的3个权力维度对样本数据分层聚类,最后提出了相应的传播策略启示及建议。

The advantage of interest graph in business lies in the mechanism of socialized information sharing and interactive communication. Socialized marketing allows lots of high - quality WOM sharing via interest graph, achieving good effect of brand commtmication. The paper studied the network between WOM actors by employing social networking theory in order to make a deep analysis of actors＇ roles in e- WOM communication net based on interest graph. The actors＇ centrality is explored in terms of degree centrality, betweenness centrality and closeness centrality. In addition, actors＇ three power dimensions are classified and the author uses three power dimensions to analyze the sample data through hierarchical clustering. Last, some communication strategies and suggestions are proposed.