Research On Information Dissemination Behavior Of Weibo In Scale-free Network

Sina weibo is a popular social medium nowadays,and it has a large number of users.Many businesses have registered their official accounts on the weibo platform,and often publish news about enterprise developments,product promotions,etc.With the help of the weibo platform,the promotion and marketing of their products or services has been realized.Understanding the process of information dissemination in social media is a key issue for businesses conducting online marketing.For example,when an enterprise promotes its products,how does it formulate a marketing plan so that information can be widely and effectively spread within a short span of time? What are the relevant factors that affect the information dissemination? In addition,rumors are also easy to spread on social media.If they are not controlled,it could easily cause panic,irrational behaviors,and huge losses,so how to effectively control the spread of rumors in social media is also a matter of great concern for government departments.In addition,the dissemination and diffusion of information is a social activity dominated by reader's behavior,which affects the dissemination of information to a certain extent.In social media,people can intuitively observe the reader's behavior,and their different behavior often produces different dissemination effects.Therefore,the analysis of the information dissemination process and the evolution law of users' behavior on the weibo platform will not only help businesses to better understand users' behaviors,promote and publicize their products or services,and stimulate users' information dissemination behavior to achieve effective marketing.At the same time,it can better control the spread of rumors on social media and correctly guide the development of public opinion.This research is divided into two stages: First,based on the characteristics of infection dynamics model and weibo platform,a theoretical model of weibo information dissemination was constructed.The construction of BA scale-free network and the transformation of various state nodes in the model are realized by using MATLAB software,and then the influence of model parameters on information dissemination is explored by numerical analysis.And then,this study chose an official corporate weibo "Mi phones" as a research object,obtained all the original weibo data published from January 1,2018 to December 31,2018 by using the web crawler tool.After aggregating and deleting duplicate data,the information release of "Mi phones" and users' information commenting,forwarding behavior were analyzed,and then it reveals the behavior characteristics of weibo users from the aspects of behavior description and correlation analysis and so on.The main research results of this paper are as follows:(1)A Weibo information propagation model under scale-free network is constructed,and the influence of model parameters on information dissemination is analyzed by numerical simulation.The study found that increasing the rate of information neglect and loss of immunization can increase the number of infectiontransmitting nodes,and promote the rapid dissemination of information;reducing the proportion of information infection and increasing the recovery rate of infection can effectively control the dissemination of information.(2)Taking an official corporate weibo "Mi phones" of the mobile phone industry a research object,the behavior evolution of Weibo users is studied.The results show that the information publishing behavior of enterprise weibo users has certain regularity and paroxysm;users' comments,forwarding and praising behavior has priority selectivity,and there is obvious "polarization" phenomenon in the quantity distribution.The time interval distribution shows long-term silence and short-term explosiveness;moreover,there is a strong positive correlation between the number of user commenting,praising and forwarding.(3)It provides a reference for businesses using weibo for marketing and the management of rumors in social media.Increasing the number of users' fans and extending the duration of information release is an effective way to improve the effectiveness of information dissemination;when rumors break out,measures should be taken quickly to improve the threshold of users' publishing information,and improve users' thinking and judgment ability,etc.The propagation node can effectively control the propagation of information.