Design Research On Social Media Audience Behavior Under The Influence Of Opinion Leaders

In the Internet era,opinion leaders on social media influence the behavior and values of ordinary Internet users in China.This research combines design and media studies to connect the three elements of "social media,audience,and opinion leaders"."Opinion leaders" include online opinion leaders and online stars."Audience" refers to the vast number of netizens who use social media to follow opinion leaders."Audience behavior and experience" refers to user interaction and behavior feedback.The purpose is to study the behaviors of social media netizens affected by online opinion leaders in order to build a social media platform that can continuously drive users.Ensure that the online opinion leaders on the platform can continue to output valuable content to the audience,so that following the opinion leaders to obtain information and participate in discussions becomes part of the audience's life.The specific research is carried out according to the following steps:First,study the interaction between opinion leaders and audiences.This study has used observations to clarify that opinion leaders can influence the audience,but the audience still retains the ability to reasonably evaluate information.Based on the different types of behavioral feedback that opinion leaders can inspire audiences,online opinion leaders are classified into three categories: "pin-up","idol" and "phenomenon".And idol-level and phenomenon-level opinion leaders(especially the latter)are more capable of outputting information that is of continuous value to the audience.Because the influence of opinion leaders is based on social media,so the relationship between opinion leaders and social media is studied next.Based on the classification of online opinion leaders above,the social media where these three types of opinion leaders are located is divided into two categories.One category is mainly stationed at the pin-up and idol-level opinion leaders,which are mainly based on the sensory layer content and are called "Sensory Social Media".The other type is mainly based on idol-level and phenomenon-level opinion leaders,with the information layer and values layer as the main content layer,called "Information Social Media",because idol-level and phenomenon-level opinion leaders can bring more sustainable information value.Therefore,in order to achieve the goal of outputting continuousr valuable information,the perception platform is the type of platform that needs to be cultivated.Then study the behavior of the audience on the social media where the opinion leader is located,that is,the interaction between two types of social media("Sensory Social Media " and " Information Social Media ")and the corresponding audience.Based on the theory of The Fogg Model,the social media audience touch points are analyzed,and " Sensory Social Media " is the development direction.The specific steps are as follows: First,based on the lifestyle design IDR methodology,the user's trigger point on the social media platform is divided into three use phases: "driven use,novice entry,and long-term use." The specific steps are as follows: First,based on the lifestyle design IDR methodology,the user's trigger point on the social media platform is divided into three use phases: "driven use","novice entry",and "long-term use." The user's internal motivation were clarified through user interviews,and finally summarized into a social media trigger general model.It is clear that the purpose of trigger is to drive user's behavior.Therefore,based on the Fogg behavior model and relevant user interviews,it is clear that "novice entry" stage is the most difficult stage to drive behavior.And finally combined with the previous research to summarize the audience trigger strategy of the social media where the opinion leader is located.