Research On The Relationship Between Characteristics And Influence Of Key Opinion Leaders Based On Massive Weibo Data

With the rapid development of mobile Internet technology,network platforms play an increasingly prominent role in the generation of public issues and evolution of public opinion.Faced with the rapid expansion of the scale of Internet users and the spread of Internet public opinion,the demand for public opinion guidance and governance on Internet platforms is increasingly urgent.Key opinion leaders either guide the direction of public opinion by setting the public agenda or influence users’ attitudes through high-quality opinion output,thus playing different roles in the evolution of network public opinion.Therefore,it is necessary to explore the difference of influence of different key opinion leaders in online public opinion and their application in public opinion guidance and governance.Based on this,this paper takes the "Pelosi’s visit to Taiwan" event in Weibo platform as an example to explore the relationship between the characteristics and influence of key opinion leaders.The research process is as follows:(1)Extract user characteristics and information characteristics of Weibo key opinion leaders,describe their user characteristics from three dimensions of activity,historical influence and professional authority,and describe their information characteristics from two dimensions of blog expression quality and originality.At the same time,the influence of Weibo key opinion leaders is evaluated from two dimensions of communication power and opinion diffusion power,and the relationship model between the characteristics and influence of Weibo key opinion leaders is built.(2)Identify Weibo key opinion leaders in the event of "Pelosi’s visit to Taiwan",calculate their characteristic values,propagation power and viewpoint diffusion power,and use Smart PLS3.0 to test the model.(3)Combined with the results of model test,this paper interprets the main research findings and puts forward suggestions on the training of opinion leaders by relevant departments and network platforms,the planning of the self-growth route of Weibo key opinion leaders and the application of Weibo key opinion leaders in the governance of network public opinions.The results show that there is a significant positive correlation between the activity and professional authority of Weibo key opinion leaders and their opinion diffusivity.There is a significant positive correlation between the historical influence of Weibo key opinion leaders and their spreading power.However,there is no correlation between the expression quality and originality and the spreading power of Weibo key opinion leaders and views.This paper expands the research on the relationship between the characteristics of opinion leaders and their influence,and clarifies the relationship between the user characteristics and information characteristics of key opinion leaders and their influence,so as to provide references for guiding key opinion leaders to carry out accurate intervention in specific public opinions and enrich the application research of key opinion leaders in the guidance and governance of online public opinions.