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2019 , Vol. 63 >Issue 14: 62 - 73

DOI: https://doi.org/10.13266/j.issn.0252-3116.2019.14.008

Research on Social Network Opinion Leaders: Butterfly Schema, Identification and Impact Assessment

  • Guo Yong ,
  • Gao Ge ,
  • Wang Tianyong ,
  • Harris Wu ,
  • Shiyu Chou
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  • 1. School of Management, Jilin University, Changchun 130022;
    2. Department of Production and Operation, Vienna University of Economics and Business, Vienna 1100;
    3. Zhuhai College, Jilin University, Zhuhai 519000;
    4. Hengqin Construction Environmental Protection Bureau, Zhuhai 519000;
    5. Strome College of Business, Old Dominion University, Norfolk 23008;
    6. College of Management, Taiwan Normal University, Taipei 10610

Received date: 2019-01-13

  Revised date: 2019-04-15

  Online published: 2019-07-20

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Abstract

[Purpose/significance] The self-operation and circulation system of public opinion has come into being between opinion leaders and audience communities in social media environment. It's beneficial for the government's supervision of network public opinion to study the identification of opinion leaders and the evaluation of their influence.[Method/process] Combining with the theories of OCA extension, intergroup relations, public opinion field potential and the social identity construction, this paper analyzes the roles of opinion leaders, antecedent variables and efficient cause mechanism with the system dynamic methods. In addition, this paper constructs a general framework for the evaluation system of opinion leaders' impact. Meanwhile, it also puts forward the leader opinion identification algorithm based on the variable weight grey correlation degree. Finally, an empirical study is proved with the case of "11.3 Murder of Girl Studying in Japan".[Result/conclusion] "Butterfly Schema" builds the causal relationship and feedback loop between opinion leaders and antecedents and reveals the inherent mechanism of the co-evolution of community ecology and opinion leaders in public opinion system. The theoretical model proposed in this paper has the characteristics of multi-dimensional measurement, scientific weight set and superior algorithm performance, which is suitable for the dynamic process of opinion leaders formation in social networks.

Key words： opinion leaders; grey correlation degree; index system; network public opinion

Cite this article

Guo Yong , Gao Ge , Wang Tianyong , Harris Wu , Shiyu Chou . Research on Social Network Opinion Leaders: Butterfly Schema, Identification and Impact Assessment[J]. Library and Information Service, 2019 , 63(14) : 62 -73 . DOI: 10.13266/j.issn.0252-3116.2019.14.008

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