Abstract
Advertising Microblog promotes and publicizes products or services by texting the information about then for a marketing promotion or expanding. Users’ negative attitude toward advertising makes choosing the right advertising node particularly important. This paper takes Roseonly as a case. Firstly, an estimation of advertising diffusion effectiveness based on the emotion and wideness-hotness is set up. Secondly, KPrank algorithm based on the PageRank is proposed to recognize opinion leaders considering the node characteristics and the importance in the network. Finally, it studies the function of leader of opinion in the advertising diffusion. The results show that users of Roseonly have low emotion value and wideness-hotness value. The opinion leaders authenticated by impersonal is more than the personal. At the same time, the paper finds those leaders of opinion have more influence on the wideness-hotness. Also, the leaders of opinion can take positive influence to other carriers or audience.
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Zhang, D. et al. (2020). Research on the Advertising Diffusion Effectiveness on Microblog and the Influence of Opinion Leaders. In: Xu, J., Ahmed, S., Cooke, F., Duca, G. (eds) Proceedings of the Thirteenth International Conference on Management Science and Engineering Management. ICMSEM 2019. Advances in Intelligent Systems and Computing, vol 1002. Springer, Cham. https://doi.org/10.1007/978-3-030-21255-1_46
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