Information Dissemination Of Micro-blogging Based On The Multi-agent Theory

Micro-blogging as a representative of the new media has become the most commonchannel of social network users to access and disseminate information. Therefore the papertakes micro-blog as the research topic. The low threshold characteristic of micro-bloggingmakes it easy to disseminate information and provides a chance for ordinary users’ gettingattention. Meanwhile, only parts of the micro-blogging have been widely disseminated whilemassive amounts of it are generated every day. Therefore, the study of the informationdissemination mechanism of micro-blogging provides the reference value for governments tounderstand the social focus and companies to improve its popularity.This essay researches the micro-blogging information dissemination mechanism fromthe point of view of the theory of multi-agent based on the research of scholars both at homeand abroad and the characteristics of micro-blogging users, a multi-agent-basedmicro-blogging information dissemination model was built which expanded thedissemination agent from single-agent to multi-agent of the whole information space. Theprocess of micro-blogging information dissemination was divided into the initial contactstage and the follow-up stage of interaction. Modeled by using the infection-related epidemicdynamical systems to study the influencing factors of the heat of micro-blogging in the initialcontact stage; using the Cox proportional hazards regression model to study the influencingfactors of the persistence of micro-blogging in the follow-up stage of interaction. The papertook the Sina as the study sample to get conclusions. Management advice for government’sagenda-setting and the enterprise micro-blogging marketing were proposed finally accordingto the conclusions.The contribution of this paper is mainly reflected on:Firstly, researches the micro-blogging information dissemination mechanism from thepoint of view of the theory of multi-agent, a multi-agent-based micro-blogging informationdissemination model was built which considered the behavior and characteristics of users indifferent stages of information contacting to further characterize the evolutionarymechanisms of dissemination of information nodes.Secondly, modeled by using the infection-related epidemic dynamical systems to studythe influencing factors of the heat of micro-blogging and took the Sina as the study sample.The conclusion reflected that micro-blogging heat relates to the time value of information, thenumber of forwarding and the rate of users infection. And authenticated users play a key role in the spread of micro-blogging in the early stage, but the time value of information is moreimportant than the authenticated users’role of disseminating.Thirdly, the micro-blogging user’s livingtime was defined and using the Coxproportional hazards regression model to measure the micro-blogging persistence. The sinawas took as the study sample and the research found out that the survival time ofauthenticated users were lower than normal users, user’s initiative review and furtherforwarding would extend the survival time; users in the early contacting period have longersurvival time; the role of authenticated users on the micro-blogging persistence was lessimportant than that on the micro-blogging outbreak.