摘要
以明星运动员微博为研究对象,以构成微博影响力的三个维度——活跃度、覆盖率、传播度为评判基本框架进行研究。研究发现,明星运动员微博更新速度普遍较慢,内容与体育项目关联较少;明星运动员微博影响力与重大赛事、突发事件密切相关;明星运动员微博影响力蕴含巨大宣传效益和商业价值等。为此,明星运动员需不断提高自身素养;打造一支擅长经营明星微博的专业团队;在不断提升明星运动员微博影响力商业价值的同时,要更加注重挖掘其影响力在体育运动项目发展中的巨大潜能。
This paper researches the influence of star athletes＇ micro -blogs from the three dimensions of active degree, coverage and degree of communication. The research result shows that their blogs are not frequently updated with the contents rarely related to sports. The influence of their blogs is closely related to important competitions and emergencies with great publicity effect and commercial value, etc. therefore such athletes have to improve their own attainments continually. Meanwhile, a professional team fully aware of managing their blogs should be created to take full advantage of their influence on the development of sports.
出处
《成都体育学院学报》
CSSCI
北大核心
2014年第7期45-48,共4页
Journal of Chengdu Sport University
基金
四川省体育社会科学研究中心项目(TY2012216)
关键词
明星运动员
微博
影响力
star athletes
micro-blog
influence
