| 基于社会网络分析的兴趣图谱口碑传播者角色分析 |
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| 引用本文： | 张飞相,宗利永.基于社会网络分析的兴趣图谱口碑传播者角色分析[J].现代情报,2014,34(10):45-49. |
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| 作者姓名： | 张飞相 宗利永 |
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| 作者单位： | 1. 上海理工大学出版印刷与艺术设计学院, 上海200093;2. 上海出版印刷高等专科学校, 上海200093;3. 复旦大学管理学院, 上海200433 |
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| 基金项目： | 国家社会科学基金重大项目“推动文化产业成为国民经济支柱性产业的战略层面及支撑体系研究”，教育部人文社会科学研究规划基金项目“数字出版内容社会化生产模式及管理机制研究”，上海市促进文化创意产业发展财政扶持资金重点研究课题“文化创意产业前沿科技应用发展研究” |
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| 摘 要： | 兴趣图谱商业应用的优势在于拥有社会化的信息分享、互动传播机制,社会化营销借助兴趣图谱的形式可以实现丰富而高质量口碑分享,获得高质量的品牌传播效果.本文利用社会网络理论分析了口碑传播行动者间的联系网,对基于兴趣图谱的网络口碑传播网络中的行动者角色进行分析,分别从点度中心性、中间中心性和接近中心性3个方面对口碑传播的行动者中心性进行了探讨,对口碑传播中行动者的的权力维度进行划分,并利用归纳出的3个权力维度对样本数据分层聚类,最后提出了相应的传播策略启示及建议.
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| 关 键 词： | 兴趣图谱 社会网络分析 中心性 口碑 |
Study of WOM Spreaders' Roles in Interest Graph Based on Social Network Analysis |
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| Authors: | Zhang Feixiang Zong Liyong |
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| Institution: | 1. Publishing and Art design College, Universtiy of Shanghai for Science and Technology, Shanghai 200093, China;2. Shanghai Research Institute of Publishing and Media, Shanghai 200093, China;3. School of Management, Fudan University, Shanghai 200433, China |
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| Abstract: | The advantage of interest graph in business lies in the mechanism of socialized information sharing and interactive communication.Socialized marketing allows lots of high-quality WOM sharing via interest graph, achieving good effect of brand communication.The paper studied the network between WOM actors by employing social networking theory in order to make a deep analysis of actors roles in e-WOM communication net based on interest graph.The actors centrality is explored in terms of degree centrality, betweenness centrality and closeness centrality.In addition, actors three power dimensions are classified and the author uses three power dimensions to analyze the sample data through hierarchical clustering.Last, some communication strategies and suggestions are proposed. |
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