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行为差异及其对人气提升的影响:从微博精英到大众

Behavior Variations and Their Implications for Popularity Promotions: From Elites to Mass on Weibo.

作者信息

Shi Bowen, Xu Ke, Zhao Jichang

机构信息

State Key Lab of Software Development Environment, Beihang University, Beijing 100191, China.

School of Economics and Management, Beihang University, Beijing 100191, China.

出版信息

Entropy (Basel). 2022 May 9;24(5):664. doi: 10.3390/e24050664.

Abstract

The boom in social media with regard to producing and consuming information simultaneously implies the crucial role of online user influence in determining content popularity. In particular, understanding behavior variations between the influential elites and the mass grassroots is an important issue in communication. However, how their behavior varies across user categories and content domains and how these differences influence content popularity are rarely addressed. From a novel view of seven content domains, a detailed picture of the behavior variations among five user groups, from the views of both the elites and mass, is drawn on Weibo, one of the most popular Twitter-like services in China. Interestingly, elites post more diverse content with video links, while the mass possess retweeters of higher loyalty. According to these variations, user-oriented actions for enhancing content popularity are discussed and testified. The most surprising finding is that the diverse content does not always bring more retweets, and the mass and elites should promote content popularity by increasing their retweeter counts and loyalty, respectively. For the first time, our results demonstrate the possibility of highly individualized strategies of popularity promotions in social media, instead of a universal principle.

摘要

社交媒体在同时生产和消费信息方面的蓬勃发展意味着在线用户影响力在决定内容受欢迎程度方面起着关键作用。特别是,了解有影响力的精英群体和普通大众之间的行为差异是传播学中的一个重要问题。然而,他们的行为如何因用户类别和内容领域而异,以及这些差异如何影响内容的受欢迎程度,却很少有人探讨。从七个内容领域的全新视角出发,在中国最受欢迎的类似推特的服务之一微博上,描绘了从精英和大众两个视角来看五个用户群体行为差异的详细图景。有趣的是,精英们发布更多带有视频链接的多样化内容,而普通大众拥有忠诚度更高的转发者。根据这些差异,讨论并验证了以用户为导向的提高内容受欢迎程度的行动。最令人惊讶的发现是,多样化的内容并不总是能带来更多的转发,普通大众和精英应该分别通过增加他们的转发者数量和忠诚度来提高内容的受欢迎程度。我们的研究结果首次证明了在社交媒体中采用高度个性化的人气提升策略的可能性,而不是遵循通用原则。

https://cdn.ncbi.nlm.nih.gov/pmc/blobs/ab82/9141265/61c2353d9839/entropy-24-00664-g0A1.jpg

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