Research About Influence Factors And Their Impacts On Information Diffusion On Social Networking Platforms Of Acquaintances

As people interact with social networks more and more intensively nowadays,more and more organizations are starting to use social networking platforms as their marketing platforms for products or brands.Depending on the independently designed and developed research tool,this research carried out an online content dissemination experiment on the social networking platform of acquaintances,WeChat,adopting a novel online observation experiment method in cooperation with a media operating team.Based on the data generated during the process of visiting,reading,and sharing of the online content by social network users and collected by the research tool,this study establishes a logit and a zero-inflated Poison regression models from two different perspectives corresponding to sharing users and receiving users involved in the process of online content dissemination.By exploring impact factors of information dissemination and verifying their corresponding validity on social networking platforms of acquaintances,the following conclusions are drawn:(1)In the aspect of online content contexts,the size scale of friends of the sharing user and the channel which conveys the online content would influence the decision of the receiving user about whether to share,and especially,the possibility of re-sharing of the online content by the receiving user could be larger when the online content is shared by a user with medium-sized scale of friends;(2)In the aspect of user's interactions with online content,user input factors such as reading time,reading proportion,and number of reading reviews of the user for the online article content and key behavior factors like whether or not the user reads the second part or whether or not the user reads the last part of the online content would have influences on user's decision to share.By reference to the conclusion of this research,the commercial marketing departments or the government propaganda organizations can better promote their brands,products or policies on social networking platforms of acquaintances if they modify their contents accordingly.Therefore,this research is of great economic and social value.