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Research on the Advertising Diffusion Effectiveness on Microblog and the Influence of Opinion Leaders

机译：微博广告扩散效能的研究及舆论领导者的影响

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Advertising Microblog promotes and publicizes products or services by texting the information about then for a marketing promotion or expanding. Users' negative attitude toward advertising makes choosing the right advertising node particularly important. This paper takes Roseonly as a case. Firstly, an estimation of advertising diffusion effectiveness based on the emotion and wideness-hotness is set up. Secondly, KPrank algorithm based on the PageRank is proposed to recognize opinion leaders considering the node characteristics and the importance in the network. Finally, it studies the function of leader of opinion in the advertising diffusion. The results show that users of Roseonly have low emotion value and wideness-hotness value. The opinion leaders authenticated by impersonal is more than the personal. At the same time, the paper finds those leaders of opinion have more influence on the wideness-hotness. Also, the leaders of opinion can take positive influence to other carriers or audience.
机译：广告微博通过发短信给营销促销或扩展来推广和宣传产品或服务。用户对广告的负面态度使得选择合适的广告节点特别重要。本文将玫瑰般的情况视为案例。首先，建立了基于情感和宽度热的广告扩散效果的估计。其次，提出了基于Pagerank的Kprank算法，以识别考虑节点特征和网络中的重要性的意见领导者。最后，它研究了领导者在广告扩散中的函数。结果表明，玫瑰圈的用户具有低情感值和宽厚性值。通过非个人认证的意见领导者不仅仅是个人。与此同时，本文发现这些意见领导对宽敞的热度影响更多。此外，意见领导人可能对其他运营商或观众带来积极影响。

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