| This study attempts to explore the relationship between CBA official micro-blog and audience participation interaction.Based on the theory of "use and satisfaction",this study uses observation,mathematical statistics and documentation to analyze the operation status of CBA official micro-blog,and to find out the rules of audience participation and interaction,so as to provide suggestions for the operation strategy of CBA official micro-blog.The research object of this paper is CBA official micro-blog,which collects data by observation,and uses statistical analysis software SPSS22 to analyze audience participation data from seven dimensions: marketing form,micro-blog format,micro-blog subject,micro-blog efficacy,micro-blog interaction,star,micro-blog video.The main mathematical statistics methods include descriptive statistics,principal component analysis,normal distribution test,pairwise comparison test and non-parametric test.The results show that:(1)CBA officials have fewer micro-fans than other domestic and foreign sports events.CBA official micro-monthly release volume fluctuates greatly,and hourly release volume is more concentrated.(2)CBA official microblogging video format microblogging audience participation effect is general,the form is relatively single,the audience participation effect is general.(3)The microblog with star information published by CBA official microblog can trigger more interaction between the audience than the microblog without star information.The interactive effect of star information released by CBA official micro is far lower than that of entertainment stars.Players as the core of participating in competitions have not received more attention,while the cooperation between CBA events and entertainment stars has attracted a lot of attention and interaction.(4)CBA officials micro-release less entertaining information,but triggered more audience interaction.(5)CBA officials and micro-audiences pay more attention to CBA League referee system,player punishment system and League development,and are more willing tointeract.This paper provides some suggestions on this issue,hoping to help the operation of CBA official microblog.The study concludes that:(1)CBA officials need to strengthen their propaganda efforts,increase the number of fans and expand the audience.Increase the number of microblogs during the off-season and during the rush hour to let the audience know more about the events.(2)CBA official microblog needs to enrich the types of video microblog,entertain and star video material.(3)CBA officials need to shape their own basketball stars by increasing the proportion and distribution of star microblogs,exploring the bright performance of players,increasing the exposure of players' information,highlighting the contributions and existing status of star players,rendering star players before matches,real-time dynamic in matches,comprehensive coverage after matches,and then triggering public opinion and controversy with journalist interviews and media comments.Full coverage.(4)CBA officials slightly improve the entertainment of information,and audiences tend to interact with entertainment information.(5)CBA officials need to publish League referees' reports,players' penalty announcements and League development news through micro-blog platform in time to control the trend of public opinion and rumors. |
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