Empirical Study Of Enterprise Microblogging And Information Cascade Propagation Based On Social Network Analysis

With the Internet’s becoming increasingly decentralized, flattened and personalized, microblogging, a new social media came into being. Due to its immediate and interactive advantages in propagation ability, micrblog is gradually becoming a wonderful platform for enterprise marketing. Chosen Sina microblog as an example, this paper studied enterprise microblogging based on social network analysis. The major work includes:a. Wrote a data crawling programm to collecting large-scale data through Sina microblogging API interface.b. Analyzed social network topology and user behavior patterns of Sina microblog. This paper calculated key network topology indicators including average path length, clustering coefficient and degree distribution, and proved small-world and scale-free characteristics of Sina miroblog. Through behavior analysis this paper found obvious heterogeneity on microblog user activity.c. Built a model to analyze the influencing factors and their effects on enterprise microblogging. From the diffusion dynamics point of view, this paper used the propagation of information cascades caused by repost behaviors to evaluate the effect of enterprise microblogging, and considered influencing factors from three aspects:post elements, enterprise node characteristics and forwarding node characteristics.d. Proposed practical suggestions for enterprise microblogging based on previous model analysis.