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在分析微博营销信息传播的构成要素和特点后,从社会网络分析的视角对微博营销信息传播网络的点度中心度、接近中心度、影响力指数、结构洞指数、密度以及小世界现象进行研究,并以“雀巢咖啡中国”微博为例进行社会网络分析的实证研究,为企业增强微博营销信息传播的速度和广度提出建议。
After analyzing the elements and characteristics of the marketing information dissemination of Weibo, from the perspective of social network analysis, we can find that the marketing information dissemination network in Weibo has such features as degree of centrality, closeness to centrality, influence index, structural hole index, density and small world phenomena And take “Nestle Coffee China” as an example for social network analysis of the empirical study for enterprises to enhance microblogging marketing information dissemination speed and breadth to make recommendations.