| 刘浒,夏志杰,张晨芳.面向企业印象管理的社交媒体用户情绪演变及画像研究——以微博平台拼多多企业为例[J].情报工程,2022,8(3):112-125 |
| 面向企业印象管理的社交媒体用户情绪演变及画像研究——以微博平台拼多多企业为例 |
| Research on the Emotional Evolution and Portrait of Social Media Users Oriented to Corporate Impression Management—Taking Pinduoduo Enterprise on Microblog as An Example |
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| DOI：10.3772/j.issn.2095-915X.2022.03.009 |
| 中文关键词: 企业印象管理；用户画像；情感分析；社交媒体 |
| 英文关键词: Corporate image management; user portrait; emotion analysis; social media |
| 基金项目:国家社会科学基金一般项目“大数据支持下网络谣言智慧治理机制及运行策略研究”(21BGL243)；上海市哲学社会科学规划一般项目“大数据时代伪健康信息传播特征及多主体协同干预研究”(2020BGL005)。 |
| 作者 | 单位 | | 刘浒 | 上海工程技术大学管理学院 上海 201620 | | 夏志杰 | 上海工程技术大学管理学院 上海 201620 | | 张晨芳 | 上海工程技术大学管理学院 上海 201620 |
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| 中文摘要: |
| [ 目的/ 意义] 社交媒体的开放性使得用户类型复杂多样、舆情信息传播迅速，研究社交媒体用户情绪演变及构建画像，有助于企业把握用户群体特征，提升企业舆论引导能力，进行企业印象管理。[ 方法/ 过程] 基于态势感知理论，构建了企业受众用户画像研究框架。以微博平台的拼多多企业为研究对象，通过搜集用户发文数据以及用户显性特征对事件进行态势感知，借助Sentence-BERT 对内容进行主题划分与情感分类获取用户隐性特征以理解事件态势，然后整合用户显性特征与隐形特征进行用户情绪预测，构建决策树根据预测结果进行用户画像构建，挖掘社交媒体用户情绪演变的特征及原因，最后对企业印象管理提出建议。[ 结果/ 结论] 研究验证了企业印象管理的重要性的同时，发现用户影响力、用户特质与圈层社交结构对用户情绪存在影响作用。构建的研究框架有助于企业对不同类别特征的社交媒体用户进行归类，进而辅助企业进行印象管理策略的制定，为企业舆情管理与应急决策提供方法与数据支持。 |
| 英文摘要: |
| [Objective/Significance] The openness of social media makes the types of users complex and diverse, and public opinion information spreads rapidly. The research on the evolution of social media users’ emotions and the construction of portraits can help corporate grasp the characteristics of user groups, improve the ability of public opinion guidance, and carry out corporate impression management. [Methods/Process] Based on the situation awareness theory, the research framework of enterprise audience user portrait is proposed. Taking Pinduoduo enterprises on microblog platform as the research object, the situation awareness of the event is carried out by collecting the user’s text data and the user’s dominant features. The model of Sentence-BERT is used to classify the theme and emotion of the content to obtain the user’s recessive features to understand the event situation. Then the user’s dominant features and recessive features are integrated to predict the user’s emotion, and the user’s portrait is constructed according to the prediction results. Finally, suggestions on corporate impression management are put forward. [Results/Conclusions] While validating the importance of enterprise impression management, research has found that user influence, user characteristics and “circle” social structure have an impact on user emotion and verified the importance of corporate impression management. The constructed framework helps companies to classify social media users with different types of characteristics, and then assists companies in formulating impression management strategies, and provides methods and data support for corporate public opinion management and emergency decision-making. |
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