Study On Selecting Network Influence Users To Advertise Based On Social Capital Perspective

On the social network,a group of network users with unique personal charisma and interactive abilities continuously acquire,accumulate and expand their network influence,which has been highly concerned and widely sought by all sectors of society.These network users want to realize their business value quickly,and companies are actively looking for suitable network influence users as social advertising spokespersons.Selecting influential web users as corporate advertising spokespersons is a hot research issue in the field of social marketing.In this dissertation,based on the perspective of social capital,this paper explores the process by which social network users acquire and accumulate social capital in the social relations circle,as well as the measurement methods of social network users' ability to acquire social capital in order to explore the method of finding network Influential users.And classify the network influential users to determine the appropriate advertisement delivery strategy.These research results can provide a theoretical basis and decision-making method for enterprises to select suitable network influential users as social media for advertising.First of all,based on the theory of social capital,this dissertation describes deeply the social relationship circle and explores the process of social network users acquiring and accumulating social capital in the social relationship circle and establishing a micro-model of this process.Secondly,find out the elements of social charisma and interactive ability of social network users and their relationship,and establish the social security index system for social network users to acquire social capital to construct the model by using information entropy method.In the end,SC-Rank algorithm based on Page Rank algorithm is used to rank social capital users and find valuable network influence users.At the same time,network influence is classified according to social capital differences to decide the appropriate online advertising strategy.The method is validated empirically.