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基于转发的微博传播规律研究(英).docx

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基于转发的微博传播规律研究(英) ResearchonthePropagationRulesofWeiboBasedonForwarding Withtherapiddevelopmentoftheinternet,socialmediahasbecomeanimportantmeansofcommunicationandinformationdissemination.Amongthem,Weibo,asarepresentativeoftheChinesemicroblogplatform,hasgraduallybecomeanimportantchannelforpeopletoobtaininformation,expressopinions,andinteractwithothers.InordertounderstandthedisseminationofinformationonWeibo,itisnecessarytostudythepropagationrulesofWeibobasedonforwarding. First,letusanalyzethecharacteristicsofWeibo.Comparedwiththetraditionalcommunicationchannels,Weibohasthefeaturesofinstantaneity,openness,interactivity,anddiversityofcontent.Therefore,comparedwithothersocialmediaplatforms,Weibohasahigherdegreeofacceptanceandtrust.ThesecharacteristicsprovideabasisfortherapidandefficientdisseminationofinformationonWeibo. Secondly,letusanalyzethemotivationofforwarding.Ingeneral,usersforwardWeiboforthreereasons:sharinginformation,expressingopinions,andseekingretractionsorreactions.Therefore,thecontentofforwardedWeiboisofgreatsignificance,andthequalityofcontentdirectlyaffectstheuser'swillingnesstoforward.Goodcontentgenerallyhasthefollowingcharacteristics:highlyinformative,novelandcreative,interestingandentertaining,andinlinewiththeuser'sinterestsandemotionalneeds. Thirdly,letusanalyzethecharacteristicsofusers.Weibousersaredividedintoindividualusersandorganizationalusers.Individualusershavedifferentages,genders,regions,interests,andsocialstatuses,andthereforetheircontentpreferencesandforwardingbehaviorsarediverse.Organizationalusersmainlyrefertocorporate,media,andgovernmentaccounts,andtheirforwardingbehavioroftenaimstoshapetheirownbrandimage,promoteproducts,ordisseminateofficialinformation. Fourthly,letusanalyzetheforwardingpath.TheforwardingpathreferstotheprocessofdisseminationofinformationfromtheoriginalWeibotothemaximumnumberofusersthroughtheforwardingbehaviorofotherusers.Generally,thespreadingpathofWeibocanbedividedintohorizontalspreadandverticalspread.Thehorizontalspread