社会化媒体之涟漪效应研究——基于2013年《中国好声音》的微博口碑数据分析

发布时间：2018-06-12 14:50

本文选题：社会化媒体 + 涟漪效应　；参考：《新闻与传播研究》2015年01期

【摘要】：本文研究社会化媒体用户自主选择、再传内容的涟漪效应,选择2013年《中国好声音》在微博中主动发起的传播营销数据,以传者、受者、传播信息作为三个主要自变量进行有效层层细分、挖掘与分析。研究发现:与传统媒体相比,社会化媒体中,"信源"并非用户选择信息的关键因素,对信息首次转发没有直接关系,但随着时间的推移,对用户的再传意愿会有比较大的影响,用户更愿意再传信源比较权威的传者所发布的信息;用户身份对社会化媒体中内容传播的影响也几乎为零;"表达观点"和"抒发情感"是用户主要再传意愿,"搜索意愿"并非人们信息再传的主要原因;内容是用户选择与再传原因,但不同种类内容对涟漪效应的长度与宽度的影响有差异。
[Abstract]:In this paper, we study the ripple effect of social media users' self-selection and retransmission of content, and select the marketing data of "good Voice of China" initiated in Weibo in 2013. As three main independent variables, communication information is effectively subdivided, excavated and analyzed. The study found that, compared with traditional media, "source" is not the key factor for users to choose information in social media, and it has no direct relation to information forwarding for the first time. However, over time, it will have a great influence on users' willingness to retransmit. Users are more willing to transmit the information published by the more authoritative sources; The influence of user identity on content dissemination in social media is almost zero, "expressing opinions" and "expressing emotion" are the main retransmission intention of users, "search will" is not the main reason of information retransmission. Content is the reason of user selection and retransmission, but the influence of different content on the length and width of ripple effect is different.
【作者单位】：上海交通大学媒体与设计学院;
【基金】：国家哲学社会科学基金项目“触媒用户信息传播特征及传统媒体应对策略研究”(项目编号:13BXW013)支持
【分类号】：G206

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