微博“中V”用户的传播特征及其引导力研究——以罗一笑事件为例

Purpose/significance] The verified users of microblog are more likely to become the opinion leaders, but researchers are likely to focus on the top-class verified users and there lacks studies about the mid-class verified users. This paper analyzes the mid-class verified users' propagation features and abilities in public opinion guidance, and provides some suggestions for administration. [Method/process] The Yixiao Luo incident is taken as an example. First, related microblogs are divided into several phases by time. Meanwhile the users are divided into several groups by their verified reasons. With these two steps, we can conduct a thorough research of users' propagation features from two different viewpoints. Then a matrix of verified users' basic attributes along with public opinion guidance ability which is based on sentiment analysis is built to evaluate the mid-class users' ability in public opinion guidance. [Result/conclusion] After researching, we find out the mid-class verified users have four significant features:their abilities in public opinions guidance are relatively strong, their opinions are more professional, they are comparatively rational and their followers are relatively homogeneous. With our findings, we propose some management suggestions for the mid-class verified users.