网络影响力用户的社会资本度量及其品牌社区文本广告投放研究

发布时间：2018-03-29 12:00

本文选题：网络用户社会资本　切入点：个体社会资本测量　出处：《合肥工业大学》2017年硕士论文

【摘要】：在社交网络平台,网络影响力用户的商业价值引起社会各界的高度关注和广泛追捧,成为企业竞相追逐的互联网战略营销资源。借助网络影响力用户社会资本为企业投放社会化广告以获得营销绩效最大化是网络广告营销绩效研究领域中的热点问题。社交网络平台用户社会资本的形成与度量过程不同于线下环境,它与网络用户在社会关系网络中积累的社会资源、关系和能力密切相关。本文深入研究社交网络用户社会资本的获取、积累和使用过程,寻找网络影响力用户社会资本度量方法,并探索用户社会资本与广告投放效果关联关系,构建网络用户与广告绩效目标的关联匹配模型,为企业选择合适影响力用户作为广告代言人进行社会化营销提供理论依据和实用方法。首先,本文以信息资源管理和社会资本测量视角,基于互联网社交网络平台,深入研究网络影响力用户社会资本的获取、积累和使用过程,将用户关注和交互行为描述为单关系和多关系社会关系网络图谱;其次,明确网络影响力用户的社会资本以及由其人格魅力和社交能力数据项组成的属性特征及其关系,构建网络影响力用户个体社会资本测度指标体系,利用信息熵理论建立网络影响力用户社会资本度量模型;最后,根据网络用户社会资本与广告投放效果测评要素之间的关联关系,构建用户“社会资本-广告接受率”关联适配模型,通过对模型求解利用,形成一套基于社会资本度量的网络影响力用户投放社会化广告多属性决策方法,该方法经实证检验具有合理有效性。
[Abstract]:In the social network platform, the commercial value of the network influence user causes the high attention and the widespread pursuit of the society from all walks of life. It is a hot topic in the research field of online advertising performance to use social capital to place social advertising for enterprises to maximize marketing performance. Social network platform user social capital formation and measurement process is different from offline environment, It is closely related to the social resources, relationships and abilities accumulated by network users in social networks. To find the measurement method of social capital of network influential users, and to explore the relationship between social capital of users and the effect of advertising, and to construct an association matching model between network users and advertising performance goals. This paper provides a theoretical basis and practical method for enterprises to select appropriate influential users as advertising spokesmen for socialized marketing. Firstly, this paper bases on the Internet social network platform from the perspective of information resource management and social capital measurement. Deeply study the process of obtaining, accumulating and using social capital of network influential users, and describe user's concern and interaction as the network map of single and multi-relation social relations. Secondly, Make clear the social capital of the network influence user and the attribute characteristic and the relation which is composed of its personality charm and social ability data item, construct the measure index system of the individual social capital of the network influence user. Based on the information entropy theory, the measurement model of social capital of network influential users is established. Finally, according to the relationship between social capital of network users and the evaluation elements of advertising effect, This paper constructs a user "social capital-advertisement acceptance rate" model, and forms a set of multi-attribute decision-making method based on social capital measurement for social advertising by social capital measurement through solving and utilizing the model. The method is proved to be reasonable and effective.
【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】：F713.8

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