The Content Analysis Of Comment And Sharing Of Brand Microblog

With the quick process of commercialism of microblog, E-commerce,enterprise andmarketing service institution,with other traditional company move into this platform,themicroblog commercial ecosystem has built,consequently, the user of the platform isdiversified.Form the angle of communication,as a media,microblog is a channel to connectthe companies and users. Compared with the traditional medium, microblog has someunique features,such as timely,interactive,and abundant information.Moreimportantly,the audience never play a sole role of receiving information, they canfeedback,even create new content.As Negroponte said in Being Digital Mass media isturning into a two-way flow of personal information is no longer ’push to’ consumers, peoplewill need information ’pull out’, and to participate in the creation of information activities.The function of forwarding and comment supplies a easy way to deal with information, anddecide the content topics.In the era of microblog, the feature of audience-generatedcontent is fully cleared.This thesis focuses on microblog users,and by analysing the comment content andforwarding message of five companies which can be regarded the hundredth famousenterprises and one of world five hundred companies with content analysis method, wehave found that,the users of brand microblog aim to share information,propose question,confirm,and complement.In the comment, the users reveal the positive emotions.Theusers like to share the information which contain the promotion or the productinformation.And they incline to share information during the afternoon and9clock to12clock at p.m. what s more, the sharing behavior always takes at weekday.This essay contains five parts. The introduction is the opening article which tointroduce the setting,the aim and the meaning.The next is literature review,to review the research of the former scholars.The third part is research design, to present the researchthe method,the research questions and dealing with the data.The forth part is theconclusion, to exhibit the statistical analysis.And the last is the conclusion and outlook.