An Analysis Of The Strength Of Weak Ties In Network Society Advertising

The high development of today’s Internet has promoted the prosperity of networkcommunities. The information communication space is witnessing the transition ofbecoming diverse and virtual, and the communication method is on its way to beinginteractive and highly developed. These have changed the social relationship structure,formed the closer correlation between the virtual and the physical world, and shifted thebehavioral mode of interpersonal communication subjects. Physical world is formedbased on real interpersonal relations, which means relations among people are formedthrough interpersonal relations. With the booming Internet, people have constructed avirtual social circle apart from physical social relations. As a result, the interactivebehaviors and virtual social communication are put into the research ranges of scholarsin sociology and communication.With the interactive influences of connections, segregation and identification, innetwork community, the number of weak ties has surpassed that of strong relations,making the former kind of relations more prominent. As the social community of weakties are more widespread, and as it can transcend social community and ranks, the weakties can get in touch with key information, which is conducive to the communication ofnetwork community advertisements. This thesis makes a quantitative analysis of thestructural characteristics of network community members, their attitudes towardscommunity advertisement, and whether weak relations advantages exist in adsinformation communication, by means of quantitative analysis, diffusion methods andtextual analysis, through Excel’s relative functions such as advanced filtering, pictureand form making, and statistics. The thesis analyzes the development process ofnetwork society in multiple fields, in order to provide new ideas for scholars to analyze the changes of networkt community and predict the future development trend.Based on Professor Granovetter’s “Strength of Weak Ties” theory, this thesissystematically discusses about the community members’ behavioral mode and analyzesthe communication mode of Internet ads. According to the research, in communitieswith different nature, the weak ties often have an advantage over the traditional strongrelations. In different communities, members have different degree of concern over adinformation and thus they have distinct motives about why they want to spread theinformation to their own interpersonal relationship community. Though thecommunication and flow of a multitude of information is a common phenomenon innetwork communities, the emotions carried by weak ties differ greatly from that bystrong relations. Strong relations involve more emotion identification while weak tiesinvolve less. With Branovetter’s study over “bridges” as the basis, after the analysisover wide-audience-Internet-ad-loaders, represented by micro-blogs, micro-films andmicro-messages, it is found that weak ties can result in more efficient “bridges”, whichconnect and shorten the geographical distance between interpersonal relations, becausethe weak ties are more widespread and the Internet space is more open and ubiquitous.This in turn enables the more widespread and efficient communication of Internetcommunity advertisements.However, many advertisers and presenters have not utilized this well. They haveneglected the advantages of Internet community and the value of network communityads are yet to be explored. To some degree, it can be said as a loss in social informationcommunication. As for this, I believe network community ad activities should make useof the principles and strategies of weak ties, so as to make activities true, targeted,intimate and creative. High ROI (Return On Investment) can only be achievedthrough the creation and communicating of Internet community ads distinctive ofinformation era on the interactive platform.Besides, I also find in the writing process that the advantages of weak ties stillwaits to be theoretically developed on the basis of empirical studies. This thesis aims todemonstrate the communication advantages of Internet community ads through theresearch of interpersonal relationship, and to further promote the healthy and sustainable development of network community ads by providing theoretical basis andmethod support for later studies.