基于复杂网络的虚拟品牌社区意见领袖识别研究——以魅族Flyme社区为例
Virtual brand community opinion leader recognition based on complex network——example of the Meizu Flyme community

基于虚拟品牌社区的网络社交关系构建消费者回复网络,采用复杂网络理论分析虚拟品牌社区的结构特性,并选取个体指标与整体指标构建意见领袖识别的完整指标体系,在此基础上借助熵权法设计了意见领袖识别的计算公式。最后以魅族Flyme社区这一虚拟品牌社区为例,结合消费者互动内容选出了适当数量的意见领袖,验证了其有效性。
A consumer response network is built based on the social relationship of the virtual brand community, and the structural characteristics of the virtual brand community is analyzed by using complex network, and individual indicators and overall indicators are selected to construct a complete indicator system of opinion leader identification. Based on this, the entropy method is used to design a calculation formula of opinion leader recognition. Finally the virtual brand community of Meizu Flyme community is taken as an example, and the appropriate number of opinion leaders are selected and its effectiveness is verified.