摘要
通过分析微博上的品牌丑闻溢出现象,剖析其信息传播过程和微博上的各种功能,借鉴I-space模型在网络舆情监测指标体系方面的应用,针对品牌丑闻在微博上的溢出提出监测指标体系,由发布者指标、信息指标、受众指标及传播指标构成,利用层次分析法确定权重,并确定如何比较涉事品牌丑闻事件对不同竞争品牌的溢出程度,帮助企业识别同行业竞争品牌的负面曝光事件及其溢出状况,科学预测风险。
This paper analyses the process of information transmission and the micro - blog on a variety of functions based on brand scandal spillover phenomenon in micro - biog. Using I - space model, it builds the brand scandal in the spillover micro - blog spread the monitoring index system which is composed of publisher index, information index, audi- ence index, diffusion index, and uses the AHP method and fuzzy evaluation method to determine how to compare brand scandal on different competitive brand of spillover, that helps enterprises＇ manager identify the brand scandal spillover phenomenon and predict the risk in a scientific way.
出处
《现代图书情报技术》
CSSCI
北大核心
2013年第2期63-69,共7页
New Technology of Library and Information Service
关键词
品牌丑闻
溢出
监测
指标体系
Brand scandal Spillover Monitoring Index system
