微博意见领袖影响力生成模式研究

The Generative Model of the Influence of Microblog Opinion Leaders

微博意见领袖是影响微博发展的核心力量,是互联网信息重要的传播节点。研究发现,微博意见领袖影响力的生成主要依赖其社会属性、微博行动以及普通微博用户微博行动三方面的相互作用,由此形成微博意见领袖影响力的生成模式。微博意见领袖的影响力获得和维持需要在共同关注的前提下产生集体情感,同时对微博意见领袖跨情境遵从行为进行合理利用以整合资源,并使用良好的互动技巧以补充叙事。在微信等其他社交媒体诞生之后,微博意见领袖亦在平台互动中建构多平台与跨情境下的融合影响力。

The internet celebrity on microblog is the core force that influences the development of microblog. Microblog opinion leaders are important communication nodes of Internet information. A study on the communication model of opinion leaders by means of combination of communication mode and theoretical interpretation shows that the generation of the influence of opinion leaders mainly depends on their social attributes, actions, and users’ reactions, thus forming a generating model of the opinion leader’s influence.The acquisition and maintenance of the influence of the internet celebrity on microblog needs to generate collective emotions under the premise of common concern. At the same time, compliance behavior of the internet celebrity on microblog should be rationally used to integrate resources, and good interactive skills should be used to supplement the narrative. After the birth of other social media such as wechat, microblog opinion leaders also construct multi platform and cross context integration influence in platform interaction.