基于社会网络的企业微博营销影响力模型

Influence Model of Enterprise Microblogging Marketing Based on Social Network

衡量微博影响力进而把握营销的效果有助于企业开展有效的微博运营。本文着眼于电子商务企业持续引入购物链接引发信息流而形成的系列微博营销社会网络,基于用户与微博内容间的相互影响关系以及链接结构定义微博互动信息流图,进而构建考虑时间因素的企业用户和微博内容的影响力计算公式。利用当当网的微博数据作为样本,测试得到最佳权重值,确定企业微博营销影响力模型。实验结果表明,在微博社会网络中用户活跃度普遍较低的情况下,运用时机营销和刺激点营销等手段来开展持续的系列微博营销活动,有助于扩大和积累企业用户的影响力。

Measuring microblog influence and identifying marketing effect can help enterprises to develop effective microblogging opera- tions. We focus on microblog marketing social network generated by information flow when e-commerce business introduces marketing shopping links. Mieroblogging interactive information flow diagram is analyzed and defined based onthe consideration of mutual influence relationship between users and microblogs and link structure which is a true reflection of corporate mieroblogging social network interac- tion and information flow. With the foundation of interactive information flow diagram, formulas computing influence scores of business users and microblogs content are proposed respectively. The optimal weight values are obtained by experiments using microblog data from dangdang.com, and then formulas are determined. Experimental results show that in the situation that user activity level of microblog so- cial network is generally low, ongoing series microblog marketing activities with opportunity marketing or stimulus marketing contribute to the expansion and accumulation of microblog business users＇ influence.