JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2018, Vol. 53 ›› Issue (11): 26-34.doi: 10.6040/j.issn.1671-9352.0.2018.439

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Virtual brand community opinion leader recognition based on complex network——example of the Meizu Flyme community

Si-min WEI1(),Xian-hua ZHANG2,Zhen ZHANG2,Qing-chun MENG1,Xia-ran ZHANG1,*()   

  1. 1. School of Management, Shandong University, Jinan 250100, Shandong, China
    2. School of Mathematics, Shandong University, Jinan 250100, Shandong, China
  • Received:2018-08-10 Online:2018-11-01 Published:2018-11-14
  • Contact: Xia-ran ZHANG E-mail:cici_1992@126.com;zhangxiaran@126.com
  • Supported by:
    国家自然科学基金资助项目(71572096)

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Abstract:

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.

Key words: virtual brand community, opinion leader, recognition, complex network, Meizu Flyme community

CLC Number: 

  • F206.3

Fig.1

Indicator system of opinion leader"

Table 1

Statistics of effective posting staffs in MEIZU15 area of Flyme community"

等级 含义 帖子条数 同组频率/% 总体频率/%
普通用户组梦想起航 普通用户等级1 19 352 20.748 19.058
普通会员 普通用户等级2 9 986 10.707 9.835
中级会员 普通用户等级3 24 347 26.104 23.978
高级会员 普通用户等级4 15 214 16.312 14.983
超级会员 普通用户等级5 2 489 2.669 2.451
铜牌会员 普通用户等级6 8 609 9.230 8.478
银牌会员 普通用户等级7 5 509 5.907 5.425
金牌会员 普通用户等级8 3 437 3.685 3.385
白金会员 普通用户等级9 1 954 2.095 1.924
钻石会员 普通用户等级10 1 716 1.840 1.690
论坛精英 普通用户等级11 497 0.533 0.489
论坛元老 普通用户等级12 160 0.172 0.158
特殊用户组Flyme工程师 解决问题的一群技术达人,由官方培训,聚焦魅族手机评测 168 5.192 0.165
荣誉熊猫骑士团 帮助新人解决刷机问题,发现BUG并反馈给工程师 510 15.760 0.502
Flyme108将 整个Flyme社区的核心用户组,共108人,其中又分为互动团、资源团、解答团、教程团、版务团五个团队 11 0.340 0.011
开发者 负责整个系统程序、功能方面的开发与升级 112 3.461 0.110
官方合作伙伴 Flyme系统官方的合作者 4 0.124 0.004
熊猫骑士团 帮助新人解决刷机问题,发现BUG并反馈给工程师 1 519 46.941 1.496
ROM合作开发组 提供基于官方Rom开发和体验 1 0.031 0.001
解答组 熟悉Flyme操作,能够答疑解惑,可以解决简单的BUG,或者找官方人员协助解决 438 13.535 0.431
资源组 发布原创或者二次创作的热门游戏、软件等资源以及相关的体验、评测文章。 1 0.031 0.001
社区嘉宾 特邀嘉宾,评测发帖需求,评论解答需求 1 0.031 0.001
Flyme公摄 专注Flyme摄影的团队,乐于分享拍照、阅读经验 48 1.483 0.047
荣誉元老 在社区中存在时间较久并对社区作出一定贡献 389 12.021 0.383
游侠联盟 针对用户的游戏体验和问题反馈的团队 28 0.865 0.028
  Flyme产品经理 Flyme系统的官方产品经理,洞悉用户需求,了解用户需要,连接客户与公司 2 0.062 0.002
管理组管理员 论坛的官方管理者 4 0.079 0.004
版主 管理一个分区的论坛,活跃版块气氛,热心解答用户提出的咨询 4 102 81.486 4.040
超级版主 有效管理论坛各种文章,促使论坛健康发展 928 18.435 0.914

Fig.2

Consumer interaction network of Flyme community"

Table 2

Weights of indicators of opinion leader identification"

指标 度中心性 介数中心性 特征向量中心性 聚类系数变化 平均路径变化
权重 0.230 1 0.189 9 0.242 8 0.167 7 0.169 5

Table 3

Ranking of some opinion leaders"

排名 编号 消费者 意见领袖值
1 3 644 主角木偶海绵 1
2 66 1900i 0.109 0
3 1 053 Nano_m_e 0.103 647
4 625 ImPotmonk 0.082 941
5 962 Mingo233 0.072 5
6 7 892 浩_baby 0.063 5
7 2 912 wrd36910 0.055 7
8 2 714 sll_16木刻 0.047 9
9 536 Gaa鸿 0.043 0
10 422 Doublehelix 0.034 6
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