NINEPERCENT Sina Microblog Fandom Opinion Leader Study

The social networking platform of nowadays is not only could be considered as a base for social life,but also an active market for opinion expression.Besides,it also provides a gathering place that is beyond time and space for fan groups.This article analyzed the opinion leaders of the NINEPERCENT fandom in Sina Microblog by literature review,in-depth interviews,and participatory observations.This research found that the fan community of NINEPERCENT fandom opinion leaders in was existed and driven by technological progress and business needs.This fan community has strict barriers to entry,survival,and development.It has the characteristics of diversified personnel composition,high participation and high interaction,fanaticism and perishability.The establishment of NINEPERCENT Sina Microblog fandom opinion leaders mainly runs through three stages: standing out,maintenance and professionalization.During this process,key opinion leaders need to continuously output information which meets the requirement of fans and the "persona" created by fans.To maintain a balanced budget,some opinion leaders usually pick the way of " Professional fans" actively or passively.The motivation of opinion leaders mainly comes from the personal motivation of productive consumers,the fan force driving from the demand of fandom,and the group infection and group pressure within the fan community.The study found that NINEPERCENT's Sina Microblog fandom opinion leaders were shackled by fandom and also were strongly requested by fandom.They have the features of high productivity,diversification,high attachment,strong power and could be subverted easily.They play the role of providing information flow,integrating internal opinions,displaying externally and guiding consumption.NINEPERCENT Sina Microblog fandom was based on the idol group NINEPERCENT debut.Therefore,the dissolution of this idol group also had a huge impact on the NINEPERCENT fandom.At present,the fandom has run through the period of rapid development and self-sufficient of fandoms to a period of recession and silence.Because of that,the opinion leaders in this fandom also had different directions.Some of them stayed in this fan community after the dissolution of the NINEPERCENT group or left after the dissolution.Some of them even left before the dissolution.Their decisions are closely related to the whole ecology of the fandom and also deeply affected by the factors such as their personality characteristics,way of thinking,and emotional experience.