社交媒体意见群体的特征、变化和影响力研究

Abstract:This study focused on active opinions groups in social media in 2016，using social network analysis，comparative analysis and other empirical methods to analysis the characteristics，changes and influences of them. The study found that three types of groups are especially active in the past year，they were public opinion leaders，knowledge-based opinion leaders and entertainment-oriented web celebrities. In micro blog，the public opinion leaders almost dispersed and the public discussion was weakened，while the marketing-oriented group and entertainment-oriented group became increasingly influential. At the same time，the knowledge-based opinion leaders emerging in the q& a community are becoming more and more effective in sharing knowledge and guiding public opinion. The influence of the opinion groups keep changing. on one hand，the traditional opinion leaders of weibo are diverting or transferring to other medias；On the other hand，capital power was working on generating new opinion groups through different social media platforms.

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