基于社会网络分析的微博营销信息传播实证研究

An Empirical Study on Marketing Information Communication of Micro-Blog Based on Social Network Analysis

在分析微博营销信息传播的构成要素和特点后,从社会网络分析的视角对微博营销信息传播网络的点度中心度、接近中心度、影响力指数、结构洞指数、密度以及小世界现象进行研究,并以"雀巢咖啡中国"微博为例进行社会网络分析的实证研究,为企业增强微博营销信息传播的速度和广度提出建议。

Based on the analysis of elements and characteristics of micro-blog marketing information dissemination,the paper researches the point centrality,closeness centrality,influence index,structural hole index, density and smallworld phenomenon of micro-blog marketing information dissemination network from the perspective of social networks. An empirical study on the social network analysis of ＂Nestle Coffee China＂Micro-blog is conducted to give enterprises some suggestions for enhancing the speed and breadth of micro-blog marketing information dissemination.