Research On The User Online Influence Value With Fractal Measure Method And The Application

In We-Media, such as Microblog and Wechat, the business value from online users has attracted more and more attention. The influenced users play an important role in social marketing and advertisement for company. Taking advantage of the influencers in Microblog or Wechat to present users with advertisements and maximizing the social marketing influence is a new problem for marketing decision management. Then, it is meaningful for Electronic Commerce and online user resource management to research online user voice influence value measure method.Firstly, the article analyses the forming process of online user discourse power and influence and divide it to two period, namely the core value of interest appeal and the accumulated value of interest safeguard. Secondly, we explore the effect of online user voice influence value and take user personal attribute and social attribute into consideration. Based on social capital resource and fractal evaluation theory, this paper builds the index system of online user topic influence value, from three-dimensional perspective of authoritarian field, text quality, and interaction effect. Then, according to the similarity of users’data and the feature attributes explores the fractal measure method of topic information influence value. Finally, experimental study on aviation logistics customer complains topic has shown effectiveness and practicability of our method.