从名人到“微名人”:移动社交时代意见领袖的身份变迁及影响研究

被引:18
|
作者
汪雅倩 [1 ]
机构
[1] 首都经济贸易大学文化与传播学院
关键词
移动意见领袖; 微名人; 公众人物; 社交媒体博主;
D O I
10.16057/j.cnki.31-1171/g2.2021.03.004
中图分类号
G206 [传播理论]; C912.6 [社会心理、社会行为];
学科分类号
040203 ; 050302 ;
摘要
移动互联网时代,社交媒体博主成为新型意见领袖,对用户的生活方式、互动模式及消费行为等产生重要影响。为了揭示新型意见领袖的身份特征、影响路径及影响因素,本文对相关文献进行了系统性的梳理与分析。首先,对移动意见领袖和微名人这两种表述方式进行了阐释;其次,从用户和博主两大视角对已有研究的理论框架、研究方法、研究问题等进行统计分析;最后,根据对已有文献的解读、比较及分析,构建出移动意见领袖对用户行为的影响路径及影响因素模型。本研究在现有文献的基础上探讨移动社交时代新型意见领袖的内涵及影响,并展望未来相关领域的研究视角和趋势。
引用
收藏
页码:27 / 39
页数:13
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