Research On Evaluation Of Social Media Information Dissemination Effect Based On DANP-FVIKOR Mrthod

The popularity and convenience brought by the rapid development of the Internet has led to a rapid growth in the size of Internet users.At the same time,network application tools are more diversified.As a major application of the Internet,social media has become an important communication tool in People’s Daily life.However,the rapid development of social media driven by the development of the Internet has also brought a series of problems,the most obvious one is the excess information,people have entered the era of information explosion.The low-threshold and decentralized characteristics of the Internet make it possible for anyone to publish and disseminate information at any time.Therefore,problems such as the level of dissemination effect in a mass information environment also arouse people’s thinking.So the key purpose of this paper is based on the existing research to build a relatively complete and objective index system of information dissemination effect factors,this index system can comprehensively evaluate the information transmission effect of a social media platform,so as to provide a reference for the optimization of the platform itself and what kind of platform enterprises and institutions choose to maximize the effect of communication.This study firstly defines the basic concept of social media,clarifies the development process of social media,and summarizes the concept of the social media information dissemination effect and sorts out relevant studies on the evaluation of the effect of social media information transmission,which serves as the basis for the following research.Then preliminary constructed social media information dissemination effect influence factor index system by reading a large number of literature,using the grey statistics method to analyze the importance of the primary index,cut through three secondary indexes,final index system contains six primary index and the nineteen secondary index.Next,introduce DANP method to determine the weight value of each index,MATLAB is used for data processing and analysis,then get the centrality,cause degree and weight value of each index.Finally,four mainstream social media platforms are selected for practical case analysis,using FVIKOR method to evaluate,and put forward relevant suggestions according to the final results.The main innovation of this paper lies in construction of an index system of social media information dissemination effect influencing factors,and the introduction of the DANP-FVIKOR method into the evaluation case of social media information dissemination,which provides a relatively more objective and specific evaluation model for media platforms and users.