本文選題：話題信息傳播　切入點(diǎn)：頻繁傳播序列　出處：《合肥工業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在社交網(wǎng)中,話題信息能否引起網(wǎng)民的關(guān)注和轉(zhuǎn)發(fā),與網(wǎng)民對該話題信息的關(guān)注度、興趣度和參與度等有密切關(guān)系。具有相同興趣和偏好的網(wǎng)民,為了吸引更多的人關(guān)注他們討論的話題內(nèi)容,會用各種方法聚焦眼球、頻繁互動和積極推廣,以增強(qiáng)話題信息的傳播影響作用。企業(yè)可借此展開營銷信息推廣活動,通過設(shè)置營銷話題,借助高影響力的網(wǎng)民人群傳播和放大營銷信息的內(nèi)容,以實(shí)現(xiàn)低成本的口碑營銷。利用社交網(wǎng)傳播信息一般都有特定的營銷主題話題,如何找到對推廣該營銷信息有高影響力的貢獻(xiàn)人群(影響簇)是企業(yè)網(wǎng)絡(luò)營銷策劃決策的關(guān)鍵問題。本文研究在社交網(wǎng)中發(fā)現(xiàn)對話題信息傳播有重要影響力人群的方法,主要通過分析社交網(wǎng)中有相同興趣和愛好的個體及其之間頻繁互動關(guān)系,采用DBSCAN聚類方法,構(gòu)建頻繁傳播序列和影響簇譜系發(fā)現(xiàn)算法,以此形成為社交網(wǎng)話題信息傳播影響簇發(fā)現(xiàn)譜系挖掘方法,并通過設(shè)計(jì)面向廣告投放的影響簇群用戶發(fā)現(xiàn)應(yīng)用,為企業(yè)網(wǎng)絡(luò)營銷決策支持提供理論依據(jù)和實(shí)用方法。
[Abstract]:In social networks, whether or not topic information can attract the attention and transmission of Internet users is closely related to the attention, interest and participation of netizens to the topic information. In order to attract more people to pay attention to the topics they are discussing, they will use various methods to focus their eyeballs, interact frequently and actively promote the topic information, so as to enhance the communication and influence of topic information. Enterprises can use this to launch marketing information promotion activities. By setting up marketing topics, spreading and amplifying the content of marketing information with the help of high-impact netizens, we can achieve low-cost word-of-mouth marketing. The use of social networks to spread information generally has a specific topic of marketing theme. How to find the people (influence cluster) who have a high influence on the promotion of the marketing information is the key problem of the enterprise's network marketing planning and decision. This paper studies the method of finding a group of people who have important influence on the topic information dissemination in the social network. Based on the analysis of individuals with the same interests and hobbies in social networks and their frequent interactions, DBSCAN clustering method is used to construct the frequent propagation sequences and the algorithms for discovering the influence cluster pedigree. In this way, the method of discovering the cluster discovery pedigree for the topic information transmission of social network is formed, and through the design of the application of the influence cluster user discovery for advertising, it provides the theoretical basis and practical method for the enterprise network marketing decision support.
【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G206

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本文編號：1556703