The Method Of Using Influential Users' Relative Social Capital In Network Community

Under the background of internet media socialization,pushing social advertising with utilizing online influential users has been a new trend of marketing.Owing to the differences in online users' cultural background,knowledge construction,experience,social relations,and social interaction ability,the utility value of their influence is also dissimilar,which mainly reflected in the differences of the scope and effect of users' influence.How to define the scope and the strength of online user's influence? How to use influential users' social resources,social relations and social activity ability in their topic areas of expertise to advertise precisely and maximize social marketing effects? All these have become hot issues of social marketing.Based on social capital theory,the concept of relative social capital is introduced to describe the differences of influence social capital utility so as to explore the measure method of online influential users' relative social capital and its application.The main work is establishing the utility value judgment matrix of user's social capital based on the mapping relationship between user's social capital and advertising objectives,to select suitable influential users who match marketing context and advertising goals as advertisers.The purpose of this article is to develop the method of using influential users' relative social capital in network community,to provide theory and method support for enterprises in network marketing management decision.On the basis of social capital theory,the thesis analyses the element features of individual social capital in user's personality and sociality,and expounds that online users' social capital mainly comes from their discourse influence from the perspectives of information resource management and social capital measurement.In this thesis,we argue that the construction process of online users' influence is actually the process that users acquire,accumulate,and use their social capital.In order to describe the performance differences in users' personal attributes and social attributes,the thesis introduces the concept of relative social capital.Then the thesis builds the measure index system of online influential users by describing each dimension indexes of user's social capital.Based on the information entropy weight method,the thesis builds the entropy weight measure method model of online influential users' relative social capital.A method to calculate online users' relative social capital can be obtained by solving the proposed model.Based on the perspective of media influence communication,the thesis evaluates the social network advertising objectives from the breadth and depth of information dissemination,builds the mapping relationship between user's social capital and advertising objectives,and establishes the utility value judgment matrix of user's social capital to evaluate the relative utility value of online user's social capital under different advertising objectives.All above can help enterprises to establish adaptation mechanism between online influential users and advertising objectives,find suitable influential users for pushing social network advertising to improve the precision and marketing performance of advertisements.The empirical study shows that the proposed method is reasonable and feasible.