論文分享：Who creates Trends in Online Social Media: The Crowd or Opinion Leaders?

咱中國北航的哥們寫的，2015年12月發表在 Journal of Computer-Mediated Communication (原文)。

論文分析了網路流行語在微博上的傳播趨勢，討論了一般受眾(Crowd)對網路流行語趨勢的突出影響及其中意見領袖(Opinion leaders)的影響機制。

可以看出，在以微博為例的社交網路中以拉扎斯菲爾德為代表的兩級流傳播理論在某些條件下可能是不能完全適用的。

（末句與論文原文無關）

Authors

Leihan Zhang, Jichang Zhao, Ke Xu

Abstract

Internet slang words can very quickly become ubiquitous because of social memes and viral online content. Weibo, a Twitter-like service in China, demonstrates that the adoption of popular Internet slang undergoes 2 distinct peaks in its temporal evolution, in which the former is relatively much lower than the latter. An in-depth comparison of the diffusion of these different peaks suggests that popular attention in the early stage of propagation results in large-scale coverage, while the participation of opinion leaders at the early stage only leads to minor popularity. Our empirical results question the conventional influentials hypothesis and provide some insights for marketing practice and influence maximization in social networks.

Keywords

Internet Slang Words, Online Social Media, Opinion Leaders, The Crowd, Information Diffusion.

doi:10.1111/jcc4.12145

文章結構

詳細內容請查看 原文。

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