Research On The Efficiency Fvaluation Of Influencers On BBS

In today's highly developed Internet,traditional media such as newspapers,televisions,and radios have become decreasingly important,while online media with real-time,convenience,low cost,and low barriers are more active.As an important platform of online media,Bulletin Board Systems are converged places for people with similar interests.They integrate functions such as news dissemination,information promotion,interactive entertainment,and online social networking.They are important ways for people to connect with the real world and provide potential opportunities for enterprises.Based on the online advertising form of BBS,companies promote their products and brands for expanding the recognition and significance of their brands."Hard advertisement",based on traditional media is not accepted by people."Soft advertisement" is more likely to attract consumers' curiosity and trust.One of the important factors affecting the degree of " Soft advertisement" influence is the selection of "spokesperson",that is,influential users.The influence of these users of BBS is different.However,due to the lack of scientific decision-making basis,many influential users often blindly pursue postings or fans based on their personal preferences,therefore it is difficult to form a comprehensive understanding of their own efficiency and measuring output results.How to evaluate the efficiency of this group and work out plans for improvement is the direction of this research.The paper has the following three innovations.First,this study applies the advertising theory--Source Factors to the BBS environment.Source Factors was proposed by Herbert C.Kelman,Professor of Social Psychology at Harvard University in 1958.It describes source factors from the perspectives of Credibility,Attractiveness,and Power.Based on this theory,this study selected a relatively influential group of super testing drivers on the Autohome website and established an influential user efficiency evaluation index system based on the secondary indicators of the theory,including expertise,trustworthiness,similarity,familiarity,likability,reward/penalty.In order to provide the improvement direction reference for influential users.Second,this study applies the relative efficiency evaluation method--the data envelopment analysis method,to influential users' efficiency evaluation on BBS.The data envelopment analysis method is a nonparametric relative efficiency evaluation method created by Charnes,Coopor,and Rhodes in 1978.In this study,each user'influence efficiency is interpreted as a decision-making unit,and a super-efficiency model is used to measure the efficiency.The super-efficient DEA model can sort the effective decision-making units.According to the efficiency scores,it can be divided into three groups with different influencing abilities,and they are analyzed one by one to provide suggestions.Third,considering literature review of scholars,there are two aspects.First,how to identify influential users,using PageRank page sorting algorithm and related altering algorithms to find out the most influential users;Second,study the mechanism of influential users,and examine the factors and effects that affect the effectiveness of the dissemination from the point of view of the sender of information,the information itself,or the recipient of the information.This article starts from the perspective of the sender of information,which is influential user.Combining the characteristics of the group of super testing drivers on the Autohome website,this paper further ranks the impact of the samples' efficiency and finds the most efficient factors of them.According to the results of empirical test,it is a rich and innovative way in this field to propose referential suggestions for users with lower efficiency.Fourth,online social network has become an important way for corporate,and its value has been paid more and more attention by advertisers.Due to the characteristics of low marketing cost,fast dissemination speed,and wide range influence of online social network,advertisers try to use online social networks with the help of certain influential users to publish products and activities,thus expanding the brand's characteristics and achieving marketing promotion effect.This paper puts forward a new perspective to provide reference for advertisers to make clear of how to evaluate the effectiveness of existing influential groups,select the best ones among influential users,and increase the value of social marketing.