A Research On The Influence Of Network Media Center Power On The Effect Of Social Media Communication

The development of ICT has brought the change of the mode of communication,which has led to the changes in the marketing and promotion channels of the enterprises.The characteristic of one-way transmission of traditional media is difficult to meet the needs of the audience to understand the information deeply,and it lacks the instant feedback.lacking of information dissemination interaction reduces the information understanding and communication effect.The emergence of social media,has broken this deadlock,providing a new type of interactive platform for the dissemination of information.The influence of the power characteristics of social media users on the effect of information dissemination is also an urgent problem to be solved.This paper based on the influence of network media center power on the effect of social media communication.This paper reviews domestic and foreign scholars' research on the network power of social media users and social media communication,and expounds the theories related to the power of network and social media communication.According to the theoretical arrangement and research summary,a multiple regression model is constructed.123 micro-blog bloggers' mutual attention matrix is selected as the research sample to conduct social network analysis and empirical analysis.First,I selected the representative index of network media power,degree centrality and closeness centrality to represent the bloggers' network power.The power index of sample data was analyzed by using Ucinet 6.0 software.Additionally,I used the two-dimensional data analysis tool NetDraw to depict the social network diagram.Through the regression analysis between the center power of the network media and the effect of the social media communication,the relationship between the two is studied.This study found that:(1)the degree centrality of the network media power has a positive influence on the number of micro-blog's likes;(2)the closeness centrality of the network media power also has a positive influence on the number of micro-blog's likes,(3)the number of micro-blog's re-posts is also central to the degree centrality of the network media power.The influence mechanism is similar to the influence mechanism of the number of likes.(4)the closeness centrality of the network media power also has a positive effect on the number of micro-blog forwarding.When the user is closer to the center,the probability of information being forwarded is greater.(5)the power of network media center has a positive effect on the effect of social media communication.The greater the network media power of the node is,the better the communication effect for similar information.