“数字营销”微博圈的实证研究--基于社会网络分析视角

摘要

以“数字营销”微博圈为实证研究对象，采用社会网络分析方法从“关注”和“互动”两个维度分析该微博圈成员特征，利用UCINET软件绘制出社群图并进行中心性和凝聚子群分析。结果表明该微博圈中明星用户之间交流频繁，普通用户则基本扮演围观的角色，存在明显的交流困境。针对此现象，提出优化建议，让微博圈的交流更加轻松和有效。%Digital marketing microblog is used as an object for analyzing users behavior from two aspects:attention and interacting with the SNS method. By applying UCINET software, we draw sociogram, centrality analysis, and distinguish communicating subgroups. The findings reveal that the communication between celebrities is frequent, ordinary people basically play the bystander roles, which shows distinct communication dilemma. For the phenomenon, put forward some suggestions for making communications in microblog circle easier and more effective.