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现代图书情报技术  2013, Vol. 29 Issue (2): 63-69    DOI: 10.11925/infotech.1003-3513.2013.02.10
  情报分析与研究 本期目录 | 过刊浏览 | 高级检索 |
微博上的品牌丑闻溢出监测指标体系研究
余伟萍, 杨于峰
四川大学商学院 成都 610064
Brand Scandal Spillover Monitor Index System Research Based on Micro-blog
Yu Weiping, Yang Yufeng
Business School, Sichuan University, Chengdu 610064, China
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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。
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关键词 品牌丑闻溢出监测指标体系    
Abstract: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-blog. 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, audience 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.
Key wordsBrand scandal    Spillover    Monitoring    Index system
收稿日期: 2012-12-24     
: 

F274

 
通讯作者: 余伟萍,1240491158@qq.com     E-mail: 1240491158@qq.com
引用本文:   
余伟萍, 杨于峰. 微博上的品牌丑闻溢出监测指标体系研究[J]. 现代图书情报技术, 2013, 29(2): 63-69.
Yu Weiping, Yang Yufeng. Brand Scandal Spillover Monitor Index System Research Based on Micro-blog. New Technology of Library and Information Service, DOI:10.11925/infotech.1003-3513.2013.02.10.
链接本文:  
http://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/10.11925/infotech.1003-3513.2013.02.10
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