Research On The Impact Of User Social Network And Activity On Award-Reposting In Social Media

In the era of mobile internet,traditional marketing methods can no longer meet the diversified needs of users.Big Data Marketing and Precision Marketing have attracted the focus from all fields.Incentive is an important factor affecting people's behavior.Brands and other entities can stimulate users' sharing behavior by carrying out Referral Reward Programs in social media,using rewards to encourage users to share brand information.It has different effects on different users.It is worth exploring that how to conduct targeted marketing for users.Domestic and foreign scholars have already introduced the social network theory to study users' network behavior.Through collating and reviewing the relevant literatures,this paper constructs a research model based on social network theory and social exchange theory and puts forward hypotheses to explore the relationship among users' social network,rewardsharing behavior and activeness.This paper collects the user data of Sina Weibo platform by using the web crawler program,taking 8410 first-degree users and more than one million second-degree users(fans of first-degree users)as research samples,then calculates the data of research variables with PyCharm software and carries out descriptive statistics and multiple regression analysis with SPSS software.It was found that:(1)network size significantly affects the user reward sharing behavior.The users with more fans in Sina Weibo participate in more reward sharing activities.(2)density significantly negatively affects the reward sharing behavior,and the closer communication between users and fans,the less participation in reward sharing activities.(3)heterogeneity significantly affects the reward sharing behavior,and the large differences in characteristic between fans make it easier for users to participate in reward sharing activities.(4)activeness inhibits the promotion of reward sharing behavior by network size,and alleviates the suppression effect of density on reward sharing behavior.Meanwhile,it inhibits the promotion effect of network heterogeneity on reward sharing behavior.Rewarded Retweeting involves real benefits such as money.This paper studies the real intention of users through objective data.It enriches the research of social network theory and social exchange theory on social media user behavior.It conducive to provide theoretical support for commercial marketing activities,and provide certain reference value for the promotion of public welfare and public opinion.Finally,based on the research results,this paper puts forward relevant suggestions for the brand,social media platform and individual users.