Research On The Influencing Factors Of The Response Effect Of Online Public Opinion Crisis In Colleges And Universities In Social Media Environment

Recent years with the fast development of social media environment,online public opinion crisis are happening with increasing frequency.As a place with high and sensitive social status,more and more negative messages in colleges and universities turn into online public opinion crisis.The effective response of colleges has gradually become one of the most important methods to solve these incidents.Any improper respond may lead to disaffection of the public and disapproval to the college.Meanwhile it will bring management problems and develop into adverse effect to the society.Therefore,it is necessary to do studies on the response of colleges to online public opinion crisis and explore the factors that affect the influence the effect.This paper aims to propose effective strategies to get better results.First of all,this paper organized the studies at home and abroad,and based on all these literature,it combines theory and example together to analyse the present respond condition of online public opinion crisis in colleges and universities in social media environment.This part contains the connotation,composition,classification and present respond condition of online public opinion crisis.Second,according to the related literature and theory,this paper propose the key influencing factors of the response effect of online public opinion crisis in colleges and universities in social media environment.The five key influencing factors are: response attitude,response speed,response degree,response intensity and response validity of colleges.This paper also set up a comprehensive conceptual model and put forward the research hypothesis and design the related questionnaires according to the relationship between variables.Then,this paper analyzes the reliability and validity of the questionnaires with the effective data.With the analysis,we inspect the hypothesis questionnaires and revise it according to the results to get the model of influencing factors of the response effect of online public opinion crisis in colleges and universities in social media environment which accord with the theory and the actual social media environment.The results of the study show that: the response effect mainly affected by the response attitude,response speed,response degree,response intensity and response validity of colleges directly or indirectly.Finally,based on the research results,this paper put forward the strategies of how to scientifically get a betterresponse effect of online public opinion crisis in colleges and universities in social media environment.This paper makes theoretical contribution to the study of online public opinion crisis in colleges and universities and also deepen the studies of how to react to the online public opinion crisis in colleges and universities in social media environment.At the same time,this paper provides some suggestion to how to get a better response effect of online public opinion crisis in colleges and universities in social media environment which has some guiding significance in theory and practice.