Research On Identification And Influence Of Micro-blog Opinion Leaders In The Topic Of Green Food

The rise and prosperity of micro-blog made it become the most important newly communication media in the new era of media dominated by the Internet.It has become the immensely helpful tool for enterprise marketing by its abundant potential resource,low media cost,convenient operation and easiness of marketing goal achievement.In the process of information dissemination on micro-blog platform,opinion leaders often play a key node role and grasp discourse power.With the influence of micro-blog opinion leaders,it can have an important impact on product awareness and brand communication effect of green food.This thesis took the micro-blog opinion leaders as the study object,and used research methods of Indication System,Analytic Hierarchy Process and Social Network Analysise,with the tools of Web Crawler,UCIENT and NETDRAW,to exactly identify the micro-blog opinion leaders in the topic of green food.Through content analysis,this thesis further studied the influence effect of their micro-blogs,and judged the emotional attitude of the audience,and found the difference between the impact of the topic,the effect of the influence and the acceptance of the audience,which was caused by different types of opinion leaders.And the green enterprises could effectively carry out the green marketing on the micro-blog by the micro-blog opinion leaders.The thesis consists of four parts:The first part,according to the research status of micro-blog opinion leaders,it defined the key concepts in this paper,summarized the characteristics and functions of micro-blog opinion leaders,and selected the identification methods for micro-blog opinion leaders.The second part is research design and empirical analysis of identifying micro-blog opinion leaders.An indication system was constructed for identifying opinion leaders,and the the index weight was evaluated by using Analytic Hierarchy Process.Then it found out opinion leaders which were in the network center by the method of Social Network Analysis.Analyzed and computed the micro-blog data of the topic which was selected.In the end,the thesis synthesized the results ofIndication System and Social Network Analysis to confirm the micro-blog opinion leaders in the topic of green food.The third part is analysis of the micro-blog opinion leaders' opinion effect.The thesis further studied the micro-blog opinion leaders and classified the opinion leaders' information and the micro-blogs' contents and comments.After the data were statistical analysed and summarized,it could make a judgment about the actual effect of opinion which was caused by micro-blog opinion leaders.And finally made some suggestions to the micro-blog marketing of the green enterprises.The last part is conclusion.The thesis concluded the study results,found some innovation,and summarized the limitation and the directions for future research.