Research On The Evolution Of Opinion Leaders' Influence In Social Network Websites

With the development of the Internet in today's era,the focus of mass media has shifted from traditional paper media and television media to Internet and mobile platforms.As a node of network information dissemination,online opinion leaders play an important role in disseminating information and viewpoints.Influence,as one of the important attributes of opinion leaders,directly measures the effect of opinion leaders on the dissemination of information.Previous scholars have studied a lot of related researches on opinion leaders and their influence.They have successively produced research theories such as second-level communication theory and multi-level communication theory,and the calculation methods for the influence of various opinion leaders.Most opinions on the influence of opinion leaders are calculated based on static time data.Rare studies on the influence of opinion leaders have changed over time,and there has been little research on the evolution of opinion leaders' influence.Most scholars have only analyzed the changes in the short-term influence of a few opinion leaders after a certain event,and they lacked a study of the influence of a long period of time on more opinion leaders.Therefore,this article combs the related literature of opinion leaders and summarizes the related theories and analysis of the source of influence of opinion leaders and the related calculation methods of influence.Then it proposes the evaluation method of influence of multi-dimensional fuzzy pattern recognition for network opinion leaders.According to the needs of the impact evolution study,the latent variable growth model was selected as the basic model for the evolution of opinion leaders' influence.Finally,Zhihu.com was selected as the representative of the social networking site,and the influence of 25,559 online opinion leaders was selected and divided into five categories of influence as the data source for the study.Using the latent variable growth model to influence it.Evolutionary research.Through the data analysis results obtained in the end,a certain amount of research has been conducted on the evolution of the influence of online opinion leaders,and some data-based operational suggestions have been put forward for the advertisers of social networking sites and business leaders wishing to communicate with opinion leaders.