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论文编号：	12671
作者编号：	2120192791
上传时间：	2021/6/19 23:29:34
中文题目：	社交媒体中的用户情感倾向对账号运营情况的影响研究
英文题目：	Research on the Influence of User Emotional Tendency in Social Media on Account Operation
指导老师：	李凯
中文关键字：	社交媒体；情感倾向；微博运营；文本挖掘；调节聚焦理论
英文关键字：	Social media; emotional tendency; account operation; text mining; regulatory focus theory
中文摘要：	互联网的出现使人们进行信息获取和交互更加便捷，社交媒体在这一过程中起到了重要作用。微博就是这样一个为用户提供交互的平台，在近年得到了广泛的使用和研究。由于实际利益以及自我实现的需求，博主对于科学的微博账号运营策略优化有着比较强烈的需求。 本研究使用实证分析的方法，以用户情感倾向为指标，使用统计计量的方法分析了其与微博账号运营情况的关系。本文从前人研究中总结出作为对微博账号运营情况直接指标的粉丝增长率和能够反映微博账号运营情况的常用指标——点赞、评论、转发与总粉丝量的比值，将它们作为衡量博主账号运营情况的指标。本文基于调节聚焦理论，以博主博文平均情感倾向和粉丝调节焦点作为因变量，使用回归模型进行了统计分析，研究了博文情感倾向极端情况、粉丝调节焦点以及博文情感倾向与粉丝情感倾向一致性对微博账号运营情况的影响。本文接下来研究了账号粉丝量对前两者的调节作用。考虑到粉丝量对于上述衡量博主账号运营情况的指标的影响，本文对博主按照粉丝量相近且情感倾向差异较大进行配对，排除了无关变量粉丝量对模型的影响。同时，还在回归中排除了粉丝性别比例、粉丝年龄均值对模型的影响。 博主博文情感倾向极端情况对于微博账号的运营具有正向影响，这种影响随着粉丝量的增长被削弱了，发表与粉丝情感倾向一致的博文也能够帮助微博账号更好地运营。粉丝群体的情感倾向情况未表现出与账号运营情况的相关性，粉丝量作为调节变量的引入也没有使其表现出更好的相关性，这可能与粉丝并不会大量发表博文导致数据量偏少带来的误差有关。 本研究丰富了情感分析在社交媒体领域的应用拓展了使用情感视角分析用户行为的方式，并且补充了调节聚焦理论在社交媒体上的实证研究应用。本文基于研究结论从情感倾向的角度向微博内容运营者提出运营建议，为社交媒体平台内容运营者提供了带有科学理论依据的运营指导。
英文摘要：	The emergence of the Internet makes it more convenient for people to obtain and interact information, and social media plays an important role in this process. Microblog is such a platform to provide users with interaction, which has been widely used and studied in recent years. Due to the actual interests and the needs of self realization, bloggers have a strong demand for scientific optimization of microblog account operation strategy. This study uses the empirical analysis method, taking the user's emotional tendency as the index, and uses the statistical measurement method to analyze the relationship between it and the operation of microblog account. This paper summarizes the former research as a direct indicator of the operation of microblog account fans growth rate and can reflect the operation of microblog account commonly used indicators - like, comment, forward and the ratio of the total number of fans, they will be used as indicators to measure the operation of the blog account. Based on the regulatory focus theory, this paper takes the short-term average sentiment tendency of bloggers and fans' regulatory focus as dependent variables, and uses regression model for statistical analysis to study the influence of the extreme sentiment tendency of bloggers, fans' regulatory focus and the consistency of sentiment tendency of bloggers and fans on the operation of microblog accounts in the short term. Next, this thesis studies the moderating effect of the number of fans on the first two. Considering the influence of the number of fans on the above indicators to measure the operation of the blogger's account, this paper pairs the bloggers according to the similar number of fans and large differences in emotional tendencies, and excludes the influence of the number of fans on the model. At the same time, the influence of fan sex ratio and average fan age on the model is excluded in the regression. The extreme situation of blogger's sentiment tendency has a positive impact on the operation of microblog account, which is weakened with the growth of fans. Publishing blog articles consistent with fans' sentiment tendency can also help microblog account operate better. The emotional tendency of fans did not show a correlation with account operation, and the introduction of fans as a moderator did not make it show a better correlation, which may be related to the error caused by the lack of data due to the fact that fans do not publish a large number of blog posts. This study enriches the application of affective analysis in the field of social media, expands the way of using affective perspective to analyze user behavior, and complements the empirical research application of regulatory focus theory in social media. Based on the research conclusion, this paper puts forward operation suggestions to microblog content operators from the perspective of emotional tendency, and provides operation guidance with scientific theoretical basis for content operators of social media platform.
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