Research On The Business Value Of Opinion Leader In The Network Community

With the development of the Internet from 1.0 to 3.0,individuals' connections in the virtual space have been strengthened unprecedentedly.In the online community,individuals' identity in real life can be concealed and reshaped.They mostly express their own voices with original content,rely on the fiery effect of onlookers and the good for fans to gain trust and support,and gradually become an opinion leader.Therefore,the remodeling of the opinion leader in the online community has also brought about a different information dissemination mechanism and effect than the traditional opinion leader.For platforms,individuals,and advertisers,the online community and opinion leaders bring The business value conversion and monetization brought by traffic has become the focus of the industry.This article conducts research on the business value of opinion leaders in the online community through literature analysis,case analysis,and online ethnography.Therefore,this article selects young people as the main users,and the largest two-dimensional cultural network community in China,Bilibili.com,as a research object.Through observation and investigation of Bilibili.com and active opinion leaders,interactive opinion leaders are influential and stable,and have a tendency to dispel fan dissatisfaction more easily.Opinion leaders proactively provide digital communities with extremely low-paying digital labor and continue to help the online community attract traffic.At the same time,for brand merchants who want to market among young people,opinion leaders have begun to intervene in major brand communications as consumers rather than spokespersons,helping businesses build a good brand image among young people,and also helping fans Get a more accurate consumer experience to help make purchasing decisions.