Research On Viral Dissemination Of Micro-blog Based On Social Network Analysis

The rise of social media provides a broad platform for the explosive growth of information in the Internet age. As an mode of communication which shows active participation, fast spread rate and wide spread, viral dissemination has received widespread attention in commerce and other areas.Based on social network theory, this study uses the method of social network analysis to analyze the data of forwarding users'network of the microblog-My Shampoo. specific analyses include network density of micro-blog, average distance, centrality analysis, subgroup analysis etc. The study finds that network form of viral dissemination has these characteristics:star radiation and chains network, low density relationship based on contents, large difference of communication in group and between groups, participants' attributes turns homogeny to diversity etc. Research also indicates several defects of viral micro-blog network:loose membership and low stability, lack of interaction, information highly centralized, groups lack communication channels etc.Then the study explored simple application of viral microblog in commerce, found some problem of viral micro-blog in commerce from the angle of social network analysis:spread out of control, guide anomie of key nodes, overhyped. For corresponding strategies:contents maintain network; mining opinion leaders to increase exposed nodes; strengthening relations in network and achieve word of mouth etc.Research tries to set up a model of viral dissemination of information in social media from the perspective of social networks, which not only helps to provide a new perspective and theoretical expansion on information dissemination of social media, but also provides practical ideas for the application of viral dissemination of social media in commerce.