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Research on the Advertising Diffusion Effectiveness on Microblog and the Influence of Opinion Leaders

  • Dan Zhang
  • Chuanpeng Xu
  • Malian Shuai
  • Wenyu Xiong
  • Wen Jiang
  • Dong Xu
  • Yue HeEmail author
  • Weiping Yu
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1002)

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.

Keywords

Advertising microblog Diffusion effectiveness Leader of opinion Wideness-hotness Sentiment Marketing 

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Dan Zhang
    • 1
  • Chuanpeng Xu
    • 1
  • Malian Shuai
    • 2
  • Wenyu Xiong
    • 1
  • Wen Jiang
    • 1
  • Dong Xu
    • 3
  • Yue He
    • 1
    Email author
  • Weiping Yu
    • 1
  1. 1.Business SchoolSichuan UniversityChengduPeople’s Republic of China
  2. 2.NetEase Computer System Limited CompanyHangzhouPeople’s Republic of China
  3. 3.Sichuan Huaxin Modern Vocational CollegeChengduPeople’s Republic of China

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