Verification of Two-Step Flow Model in the Process of City International Image Communication Based on Data Mining and Empirical Analysis
Abstract
:1. Introduction
2. Research Question
3. Research Hypothesis
4. Research Method
5. Data Collection
6. Construction of the Opinion Leader Influence Index System
7. Data Analysis
8. Discussion
9. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Target | First-Level Indicators | Second-Level Indicators | Type of Data | Source of Data |
---|---|---|---|---|
Impact indicators of opinion leaders —A1 | Trust | Number of followers—A11 | Quantitative Data | Delphi Expert Evaluation Method |
Certified or Not—A12 | ||||
Activeness | Number of Follows—A13 | |||
Length of Joining—A14 | ||||
Number of Posts—A15 |
Scale (aij) | Definition |
---|---|
1 | Both elements are equally important |
3 | former is slightly |
5 | former element is obviously |
7 | the former element is much more |
9 | the former element is extremely important |
2, 4, 6, 8 | Compared with the two elements, the importance of the former element is between the calibrated standards |
1/(aij) | Inverse comparison of two elements |
Matrix Order | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
---|---|---|---|---|---|---|---|---|---|---|
RI | 0 | 0 | 0.68 | 0.89 | 1.22 | 1.34 | 1.31 | 1.44 | 1.42 | 1.46 |
Twitter Opinion Leader Influence—A1 | Numbers of Followers—A11 | Certified or Not —A12 | Numbers of Follows —A13 | Length of Joining —A14 | Numbers of Posts —A15 | Weight |
---|---|---|---|---|---|---|
A11 | 1 | 1/3 | 1/8 | 1/8 | 1/9 | 58.0% |
A12 | 3 | 1 | 1/6 | 1/5 | 1 | 20.1% |
A13 | 8 | 6 | 1 | 2 | 3 | 4.1% |
A14 | 8 | 5 | 1/2 | 1 | 2 | 6.0% |
A15 | 9 | 1 | 1/3 | 1/2 | 1 | 11.8% |
mean | 0.209440 |
std | 0.055231 |
min | 0.160000 |
25% | 0.172000 |
50% | 0.196000 |
75% | 0.224200 |
max | 0.840200 |
Type Rank | Mass Media | Opinion Leader |
---|---|---|
Top 100 | 2 | 27 |
Top 1000 | 17 | 149 |
Top 10,000 | 448 | 716 |
Type | Each Original Tweet of Mass Media (Not Forwarded by Opinion Leaders) | Each Original Tweet of Mass Media (Forwarded by Opinion Leaders) | |
---|---|---|---|
Dimension | |||
Average forwarding times | 46.491736 | 349.853933 | |
Average number of citations | 13.061983 | 95.213483 | |
Average number of comments | 16.605462 | 150.269663 | |
Average numbers of likes | 165.187567 | 844.662921 | |
Average forwarding times of opinion leaders | 0 | 1.191011 | |
Average numbers of forwarding after being forwarded by opinion leaders | 0 | 12.41573 | |
Average citations after being forwarded by opinion leaders | 0 | 1.752809 | |
Average comments forwarded by opinion leaders | 0 | 7.067416 | |
Average numbers Of likes after being forwarded by opinion leaders | 0 | 54.662921 |
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Wangqu, J.; Neto, L.P. Verification of Two-Step Flow Model in the Process of City International Image Communication Based on Data Mining and Empirical Analysis. Journal. Media 2023, 4, 1039-1047. https://doi.org/10.3390/journalmedia4040066
Wangqu J, Neto LP. Verification of Two-Step Flow Model in the Process of City International Image Communication Based on Data Mining and Empirical Analysis. Journalism and Media. 2023; 4(4):1039-1047. https://doi.org/10.3390/journalmedia4040066
Chicago/Turabian StyleWangqu, Jian, and Luiz Peres Neto. 2023. "Verification of Two-Step Flow Model in the Process of City International Image Communication Based on Data Mining and Empirical Analysis" Journalism and Media 4, no. 4: 1039-1047. https://doi.org/10.3390/journalmedia4040066