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.
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, 2013, 29(2): 63-69.
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