원문정보
초록
영어
Microblog matrix is an important strategy for socialized marketing. It builds various sub-Microblogs in accordance with the requirements of different orientations including products, brands, functions, etc., and covers various user groups through different IDs. Compared with traditional studies, the study concentrates on the micromatrix structure, and probes into the influence of synergetic effect between micromatrix members on enterprise Microblog information dissemination. From three angles including the deep, scale and speed of information diffusion, it puts forward the quantitative model and algorithm to evaluate enterprise Microblog matrix marketing effectiveness, and conducts empirical research through a large sample data of Sina Microblog. The empirical result shows that the model can effectively evaluate marketing effectiveness of micromatrix enterprise Microblog. The study finds out enterprises can change their internal structure by means of micromatrix, cover more people and enlarge the effect of information dissemination;
목차
1. Introduction
2. Literature Review
2.1. Studies on Enterprise Microblog Marketing
2.2. Evaluation on Key Nodes in Complex Social Networks
3. Value Evaluation Model for Microblog Matrix Members
3.1. Study Object: Micromatrix
3.2. Study Method: Tree Model for Microblog Information Dissemination
3.3. Assessment of Microblog Dissemination Effect
3.4. Establishment of Evaluation Model: Model of Dissemination Effect of Micromatrix
4. Empirical Research on Micromatrix Members’ Value
4.1. Sample Selection & Collection
5. Result Analysis
5.1. Result of One-dimensional Micromatrix Data Processing
5.2. N-dimensional Micromatrix Data Processing Results:
6. Summary and Outlook
Acknowledgements
References[1]. http://blog.sina.