Empirical Research On Online Word-of-Mouth Propagation Network Structure Based On Social Network

Online word of mouth is a comment on the product and service published on the Internet after the user consumes a product or service.Because online word-of-mouth has the characteristics of high credibility,strong targeted items,and low transmission cost,it has a stronger advantage than corporate advertising investment in promoting consumer purchase.Sina Weibo is the largest social network service provider in China and has become the most popular information dissemination media,creating a good platform for the spread of online word of mouth.In order to understand the spread of topological network structure in Sina Weibo,this article crawls the popular word-of-mouth communication data of the best movie “I am not a drug god” on the Sina Weibo platform,and selects three types of users in popular forwarding.That is,the government news media,microblogging hot stars and professional commentators use social network analysis methods to study the forwarding network structure of the three.The study found that the propagation network of the three types of different roles has a prominent hierarchical star pattern.The information spreads rapidly to more nodes through the connection between nodes,and the network density of the three is low,and the network structure is divergent.In addition,the centrality of the three is relatively high,indicating that the nodes in the network are more concentrated,and some of the influences are stronger.The members of Weibo have strong control over other members.As the forwarding hierarchy increases,the central node in the network has less control over other nodes.Among them,the government news report network has more popular forwarding users,and the Weibo users are more active.The hot star user forwarding network mainly relies on related stars and fan groups to re-forward.The professional commentary network is popularly forwarded to well-known commentators and well-known editors.Based on the above analysis,high network connectivity and strong concentration have a strong impetus to the rapid spread of online word-of-mouth,and there is a strong connection between the forwarding users in the network and the identity of the source.The research of this paper has reference significance for market personnel's marketing word-of-mouth,and provides reference for rational distribution of word-of-mouth seeders and promotion of product word-of-mouth penetration into the market.