Research On Network Pyramid Selling Community Based On Social Media

At present,network pyramid selling community has a growing trend,and presents a new age characteristics.Behind network pyramid selling,is a person's tragedy,is a broken family,is a potential risk factor that endangers social development.In this context,this paper studies network pyramid selling community,aiming to explore organization group,the identity,mobilization of the network pyramid selling community,analyze the relationship between information dissemination and the formation,maintenance and development of the network pyramid selling community.This paper adopts the research method of network ethnography,and the author joins We Chat groups of four ‘Shan Xin Hui' for the participatory observation for half a year(from June to December 2018).In addition,interview method,questionnaire method are used to analyze network pyramid selling community.The results show that Members of the community have a high level of identity with the charity organization ‘Shan Xin Hui',the forming process is symbol impregnation,interactive learning and feedback internalization.It's internal transmission structure is pyramidal,the transmission field is relatively closed,and the ‘noise' is small.Organizational mobilization mechanism is resource mobilization,grief mobilization,anger mobilization.In addition,technology empowerment is the premise of successful mobilization of network pyramid selling community,interest appeal is the direct motivation,and collective identity is the emotional basis.On this basis,the author puts forward Suggestions to avoid public participation in online pyramid selling from the aspects of government,public and We Chat's communication of privacy.