Research On Pattern, Channels And Influencing Factors Of Enterprise Micro-blogging Information Interaction Diffusion

With the development of network and the arrival of "we media" era, micro-blogging has become a favored social communication platform for domestic netizens. By July2012, the number of domestic micro-blog users had reached274million, accounting for51%of all the Internet users. Micro-blogging platform is convenient in that it provides an easy way for users to search information and to transfer and share information by forwarding. Its characteristics as a social network facilitate online comments and communication. The powerful interactive function of Micro-blogging enables enterprises and their followers to see users’ comments, which is very valuable for micro-blogging marketers. Micro-blogging is a conductive platform for enterprise information releasing and communication. In view of this fact, many enterprises set up micro-blogging platforms. But how does micro-blogging information spread? What role does the main body play in the process of information spreading? What are the factors that affect information spreading? What aspects do the enterprises need to strengthen in order to promote information diffusion and to maximize the use of micro-blogging? What is the way of information diffusion in enterprise micro-blogging social network? Studying and understanding these questions benefit the development of the enterprise’s official micro-blogging and provide practical significance and reference value for the development of enterprise micro-blogging.This article uses literature research, empirical research, social network analysis and mathematical statistic analysis methods, combination of micro-blogging as the research object, studies the micro-blogging information diffusion mode, focus on enterprise micro-blogging as research subject, analyzes the influence factors of enterprise micro-blogging information diffusion, establish and empirical analysis enterprise micro-blogging information diffusion influencing factors model, and research focus on network of enterprise micro-blogging information forwarded users in the form of case by social network analysis, enterprise micro-blogging information diffusion way is put forward. The research contents of this study are as follows:First it will be on the basic of literature research and combined with the domestic and foreign relevant literature research, the summary and analysis of information interacts diffusion pattern. Combining information propagation mode of some research results, analysis of micro-blogging information diffusion model, discusses the spread of micro-blogging information interaction characteristics and the main body, establish enterprise micro-blogging information diffusion model, and put forward enterprise micro-blogging information diffusion mode and relationship marketing. SuNingyi Purchase Network will be as an example to analysis relationship of the members of micro-blogging through social net. And make a conclusion about the information of company’s micro-blogging spread methods, expression and value.Second, enterprise micro-blogging information diffusion network were analyzed by the method of social network, analyzing the attention relationship between members in the diffusion network by network density, components, degree centrality and between centrality, further argue the influencing factors.Third, the influence factor analysis of enterprise micro-blogging information diffusion and empirical research. Discussed the enterprises official micro-blogging influence factors of information diffusion, combining the theory of HSM framework to establish enterprise micro-blogging information diffusion influence factors model, put forward research hypothesis; Fetching information from23enterprise micro-blogging for30days, at last, test this hypothesis by count model analysis through views software, put forward the research theory significance and practical implications.At last, summarizes the innovations and limitations, Practical significance and outlook for the future study of enterprise’s official micro-blogging.The main conclusions of this paper include:First, proposed the general pattern of the enterprise micro-blogging information diffusion. There are information publishers, the gatekeeper two roles in micro-blogging information diffusion. It still emphasized the micro-blogging opinion leaders’ user role in information communication mode, and highlights the relation between enterprise microblog users and group users in the enterprise information interaction propagation mode. To analysis the relations between Su Ningyi purchase group weibo users, we found executives of weibo status and power larger in enterprise groups in the process of information dissemination, finally summarized the enterprise micro-blogging information diffusion mechanism and value.Second, we conclude the way of enterprise micro-blogging information diffusion by analyzing attention network between re-tweeting users with social network method. The forward network is a loose network, information diffusion don’t happen in a strong relationship network. By components analysis we found that users access enterprise information by direct attention, indirect attention, and indirect attention is the main way of obtaining the information. It still verified two of the factors influencing the information diffusion:source attractiveness and hashtag, and found degree centrality and between centrality of information sources are higher. In addition, It found that maximum level depth is three from source to the forward users in the enterprise microblog information transmission, due to the nature of enterprise microblog information. Enterprise users can develop potential customers by focusing on three layers, more conducive to enterprise microblog information transmission.Third, after the empirical analysis we found the factors that affect enterprise micro-blogging information diffusion, they are source attractiveness, information quantity, positive emotion, incentive and comments.We established Enterprise micro-blogging information diffusion influence factors model combined HSM persuade theoretical framework, by empirical we found that both heuristic clues and system clues can affect the forwarding of a message. The source attractiveness affects positively the forwarding of information, and strong relations negative. The amount of information, such as hashtag affects positively the forwarding of information, incentive which defining the request to forward and be certain possibility of reward can promote particular message forwarding. In addition, the positive emotional information to forward the information impact is significant, positive information is much easy to be re-tweeted. Comments largely have the effect of supplemental information, after reading comments the users may want to re-tweet it.There are three innovations in this thesis.First, to propose the general mode and the concrete mode of micro-blogging information propagation mode, introduces the concept of the gatekeeper to the micro-blogging information propagation mode. Highlights the relation between enterprise microblog users and group users in the enterprise information interaction propagation mode. We found executives of weibo status and power larger in enterprise groups in the process of information dissemination. Second, from the perspective of the relation between the enterprises micro-blogging users to study and cooperate with the empirical analysis method point out that indirect attention is the main way to obtain enterprise micro-blogging information. It found that maximum level depth is three from source to the forward users.Third, to build enterprise micro-blogging information diffusion influence factors model and through the verification of the empirical research, reveal the key factors that influence the spread of enterprise micro-blogging information. They are source attractiveness, information quantity, positive emotion, incentive and comments.