微博主影响力评价指标体系的科学构建

微博营销是蕴含无穷价值的新媒体营销的典型代表,而充分发挥高影响力微博主的意见领袖效应则是微博营销的重点,因此,如何科学地评估微博主影响力,进而识别出高端微博主群体,成为微博营销成功的关键。在媒介影响力形成理论的指导下,通过理论遴选和隶属度分析、相关性分析、鉴别力分析三步实证遴选,可构建由“微博使用时间”、“原创微博数”、“微博主业内知名度”、“粉丝转发次数”等8个指标构成的微博主影响力评价指标体系。该指标体系完整地涵盖了媒介影响力形成的接触、认知、说服、二次传播四个环节,能够更客观、科学地衡量微博主的影响力。

Scientific Construction of the Evaluation Index System for Microbloggers' Influence

The progress of the Internet and mobile Internet technology has driven the leap-forward development of new media .Microblogging has become one of the most important representatives of new media for its diverse platforms,easy information sharing and streamlined contents .On the platform of microblogging,not only can offline stars have many fans,but grassroots users can also obtain a huge fan base through their own efforts .The pattern that″everyone is a media outlet and everyone has a voice″has broken the executive monopolistic pattern of traditional media,and millions of microbloggers constitute a powerful media group,which has played a non-negligible role in spreading the news of emergency events,social events and commercial events .Considering its incomparable power,enterprises treat microblogging as an important strategic constitution of their new media marketing . However,the massive mircoblogging marketing information makes it difficult for enterprises to efficiently attract their customers' attention as the effects of mircoblogging marketing are limited . To improve the efficiency of microblogging marketing,it is essential for enterprises to make full use of the leadership effects of those highly influential microbloggers .In the pattern of grassroots media,how to scientifically assess every microblogger's impact so as to identify the highly influential microbloggers has thus become the key to the success of microblogging marketing . Based on the formation theory of media influence,and by means of theoretical screening and the three-step empirical screening of membership analysis,correlation analysis and discernment analysis,the evaluation index system of microbloggers' influence is proposed with eight indices,such as″microblogging time″to measure the microblogger's online participation,″the number of original microblogs″to measure the microblogger's creativity and enthusiasm,″the miceoblogger's reputation in his/her own field″to assess the credibility of sources,and″sharing frequency″to evaluate fan involvement .The index system covers the whole process of the formation of media influence from contact,to cognition,to persuasion and to secondary transmission,with not only the outcome indicator mirroring microbloggers' influence,but also the cause indicator leading to their influence .Therefore,the system can measure the leading microbloggers' influence more objectively and scientifically . The evaluation index system of media influence can be a useful frame for us to measure the influence of new media such as microblogging,twitter and WeChat,and can also be benefitial reference for the comprehensive influence evaluation of multiple new media .Therefore,the evaluation system of media influence and the selection method of specific indicators discussed in this study can be extended to the whole field of new media to construct influence evaluation index systems of a single new media such as twitter and WeChat,and a comprehensive evaluation index system of the whole new media .