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New Technology of Library and Information Service  2013, Vol. 29 Issue (2): 63-69    DOI: 10.11925/infotech.1003-3513.2013.02.10
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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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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     
Received: 24 December 2012      Published: 24 April 2013



Cite this article:

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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