Research On The Formation And Evolution Mechanism Of Network Opinion Leaders

With the development of the Internet and computer technology,more and more netizens are accustomed to obtain the information resources they need from the Internet,share their experiences or express emotions.The important platform for these activities are various types of network virtual communities,such as Weibo.In the virtual community,opinion leaders are important to maintain the viscosity and liveness of the community.Their comments are often sought after by other Internet users and have high prestige in the community.Therefore,opinion leaders have important business value.However,in some virtual communities,in order to become popular leaders,some of the netizens spread vulgar content and play the role of“ ghost animal image”,but their popularity is often short-lived.Despitet his,the growth of this kind of online opinion leader influence more and more netizens,which has adversely affected the atmosphere of the entirenet workculture.This paper hopes to explore the formation and evolution mechanism of opinion leaders which has stable influence.The social network andalysis method is used to identify opinion leaders,and panel data analysis method is used to analyze how the degree of activity,the speciality affects netizens influence of netizens.It is found that online users whoes influence is improved if they actively express their opinions,interact with the rnetizens,and initiate activities;The online community has the same“class solidification phenomenon”as the real community;To achieve class leapfrogging requires the help of a strong external force in the short term;For most Internet users,it is more important to enhance their professionalism than to join social activity to expand their influence.