Research On The Persuasion Effect Of Opinon Leaders In Online Public Welfare Communication Activities

With the continuous advancement of media convergence,online public welfare communication activities have the advantages of wide coverage,rapid spread and great influence,and it developed rapidly in the new media platforms such as micro-blog.The opinion leaders in different fields have carried out various forms of publicity for online public welfare communication activities,and their persuasion behaviors in different types of online public welfare communication activities are worth further exploration.This paper organically combines quantitative research and qualitative research,and comprehensively uses questionnaire survey,in-depth interview and case study to explore the influencing factors of persuasion effect of opinion leaders in online public welfare communication activities.In the research process,the author builds a relevant research model,collects relevant data through questionnaire survey,and conducts correlation analysis and regression analysis to study the influencing factors of the persuasion effect of opinion leaders in online public welfare communication activities.At the same time,this paper also analyzes typical cases of different types of online public welfare communication activities by combining in-depth interview content,and improves relevant studies on the influencing factors of the persuasion effect of opinion leaders in online public welfare communication activities.It is found that all of the characteristics of opinion leaders,persuasive behaviors and audience-related characteristics in online public service communication activities have an impact on the persuasive effect.The relevant research in this paper is not only of positive significance to the improvement and improvement of the persuasion effect of opinion leaders in online public interest communication activities.At the same time,it is conducive to the effective communication of public issues such as environmental issues and health issues,and enriches the research system of public interest communication.