利用网络社区影响力用户相对社会资本的方法

发布时间：2018-02-03 05:26

本文关键词： 网络用户影响力社会资本相对社会资本测度模型社会资本效用价值判断矩阵社会化广告投放　出处：《合肥工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网媒体社会化背景下,利用网络影响力用户投放社会化广告已成为市场营销的新趋势。不同网络影响力用户因文化背景、知识建构、经历经验、社会关系和社会活动能力的差异,其影响力效用价值也有所差别,表现为影响力作用范围和作用效果上的差异。如何界定网络用户影响力的作用范围和效果?如何利用影响力用户在其擅长领域专业所拥有的社会资源、关系和能力,为企业精准投放社会化网络广告并使其广告绩效最大化?这些已成为市场营销领域中的热点研究问题。本文运用社会资本理论,引入相对社会资本概念来描述网络用户影响力社会资本的效用差异性,以探索网络影响力用户相对社会资本的度量及其应用方法。主要是通过建立网络用户社会资本与广告目标属性之间的映射关系,构造网络用户社会资本效用价值判断矩阵,以遴选与营销情境、广告目标相匹配的合适影响力用户作为社会化网络广告的投放人,形成利用网络社区影响力用户相对社会资本的方法,为企业网络营销管理决策提供理论和方法支持。本文以社会资本理论为基础,描述用户个体社会资本在个人属性和社会性属性上的要素特征,运用信息资源管理和社会资本测量视角,阐述网络用户社会资本主要来源于其话语影响力,认为网络用户影响力构建过程其实就是用户社会资本获取、积累和使用的过程,引入相对社会资本以描述不同网络用户在个人属性和社会性属性上的差异性表现,阐述用户社会资本维度指标属性并建立网络影响力用户相对社会资本测度指标体系;采用信息熵赋权方法,构造网络影响力用户相对社会资本熵权测度模型,通过对模型的求解计算,获得网络用户相对社会资本度量方法;在此基础上,运用媒介影响力传播视角,从信息传播广度和深度两个维度审视企业社会化网络广告目标,并建立网络用户社会资本与广告目标属性间的映射关系,构造网络用户社会资本效用价值判断矩阵,以评判网络用户社会资本在不同广告目标下的相对效用价值,以帮助企业建立网络影响力用户与广告目标间的适配机制,进而发现合适的影响力用户推送社会化网络广告,提高广告的投放精准度和营销绩效;通过实证研究发现,该方法合理有效,具有可操作性。
[Abstract]:Under the background of the socialization of Internet media, it has become a new trend of marketing to use the network influence users to place social advertisements. Different network influence users experience experience because of cultural background, knowledge construction and experience. The difference of social relationship and social activity ability, its influence utility value also has the difference, manifests in the influence function scope and the function effect difference. How to define the network user influence the function scope and the effect? How to make use of the social resources, relationships and abilities that the users possess in their specialties in the field of expertise, so as to accurately place social network advertisements for enterprises and maximize their advertising performance? These have become hot research issues in the field of marketing. This paper uses the theory of social capital to introduce the concept of relative social capital to describe the utility difference of social capital of network users' influence. In order to explore the measurement and application of social capital to social capital, the mapping relationship between social capital and advertising target attributes of network users is established. To construct the judgment matrix of social capital utility value of network users, to select the appropriate influential users who match the marketing situation and advertising objectives as the social network advertising users. Form the method of making use of the network community to influence the users relative to the social capital, and provide the theory and method support for the enterprise network marketing management decision. This paper is based on the social capital theory. This paper describes the essential features of individual social capital in personal and social attributes, and expounds that the social capital of network users mainly comes from its discourse influence with the perspective of information resource management and social capital measurement. It is believed that the process of constructing the influence of network users is the process of obtaining, accumulating and using the social capital of users. This paper introduces relative social capital to describe the differences between individual attributes and social attributes of different network users. The index attribute of user's social capital dimension is expounded and the index system of users' relative social capital measurement is established. By using the method of information entropy weighting, the relative social capital entropy weight measurement model of network influential users is constructed, and the relative social capital measurement method of network users is obtained by solving and calculating the model. On this basis, using the media influence communication perspective, from the two dimensions of information dissemination breadth and depth to examine the corporate social network advertising objectives. The mapping relationship between social capital and advertising target attributes of network users is established, and the judgment matrix of utility value of social capital of network users is constructed. This paper judges the relative utility value of social capital of network users under different advertising objectives, so as to help enterprises establish a suitable mechanism between network influential users and advertising targets. Then find the appropriate influence users push the social network advertising, improve the accuracy of advertising and marketing performance; Through empirical research, it is found that the method is reasonable, effective and operable.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;C912.3

【相似文献】