The Spatio-temporal Diffusion Model of Micro-blog Marketing Information: A Case Study of Xi'an Qujiang Cultural Tourism CO., LTD.
以西安曲江文旅的三条营销微博为例，用观察法、信息追踪法和时空社会网络分析，研究了微博营销信息的时空扩散规律，发现扩散质量呈倒N曲线、生命周期长、意见领袖显著等特征，并总结了时空扩散模型。
This paper took three marketing micro-blogs on the official micro-blog website of Xi 'an Qujiang Cultural Tourism CO.,LTD.as an example,Using observation method,information tracking method,spatio-temporal social network analysis method and ucinet software to study the space-time diffusion rule of the three micro-blogs.It turned out that: there are obvious laws and characteristics in the diffusion process,including that the diffusion quality shows an generalinverted-Ncurve,the life cycle is long and diffusion quantity changes during the activity,obvious deadline effect,the diffusion peak is concentrated,opinion leaders are significant;Interpersonal diffusion decreases step by step,the length of diffusion path is shorter,network characteristics is not obvious;spatial diffusion mainly focus on the information release area,diffusion effect of other regions is obvious in the process of diffusion and appear local small network;the result of diffusion presents obvious regional difference.And space-time diffusion model of micro-blog marketing information is summarized.