Analysis on Communication Influence of Official Microblogs

Abstract

As an innovative way for government affairs disclosure, official microblogs have been widely used in information release, public opinion listening, and public services, which become a model of “Internet + government affairs.” The communication influence of official accounts is mainly related to the account’s attention, activity, and the posted articles. Based on AHP, we design a multi-hierarchy-rank model to filter the factors and determine the most important factors related to the influence of official microblogs. This study explores the communication influence of official microblog from the perspectives of breadth, depth, and intensity; then, a three-dimensional integration of government microblogs influence calculation model for radiation, activity, and interaction is built and a monitoring and analysis system for the communication influence of government microblog is developed; finally, about 2,800 official accounts and more than 1.5 million articles in Zhejiang Province are monitored and analyzed. According to microblog verification, our proposed calculation model not only quantifies the communication influence of official microblogs but also analyzes their dynamics and timeliness. Therefore, it helps government departments to promote the healthy and orderly development of government microblogs.

The Influence of Prosocial and Antisocial Emotions on the Spread of Weibo Posts: A Study of the COVID-19 Pandemic

“…In Hypothesis 1, considering that the number of Weibo bloggers' fans and the number of Weibo are also factors affecting the number of comments they receive, the number of fans directly affects the number of comments [31]. e frequency of Weibo releases may lead to more dialogue and discussion [32]. In the analysis of the communication influence of official Weibo, the number of fans and the number of posts represent the amount of Weibo radiation and the activity of Weibo, respectively, in the evaluation index system of the government Weibo communication influence, so in the research model of this paper, it is also considered as an independent variable, but not the focus of this paper.…”