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借助微博、微信上有影响力的用户去推送广告以达到社会化营销效果的最大化,是营销决策管理的新问题。本文运用社会资本资源和分形维评价理论,以网络用户的领域威权、言论质量和互动参与三个测量维度构建话语影响力价值评价指标体系;根据网络用户的数据相似性及其特征数据属性,构建话语信息影响力价值分形维度量模型,通过对模型的计算求解和验证,检验了该模型方法的有效性和实用性。
With microblogging, WeChat influential users to push advertising in order to maximize the effectiveness of social marketing, marketing decision management is a new problem. In this paper, we use social capital resources and fractal dimension theory to construct the evaluation index system of discourse influence based on the domain authoritativeness, speech quality and interactive participation of the network users. According to the data similarity of network users and their characteristic data attributes, Discusses the value of the impact of information on the value of the fractal dimension model, through the calculation and verification of the model to test the validity of the model and practicality.