【摘要】 以电视剧《大江大河》的微博数据为样本,通过可视化分析软件PKUVIS,抓取微博口碑累计转发量高达382万次的235条热门微博,分析电视剧网络口碑的涟漪效应。研究发现微博成为电视剧口碑发酵、转发,进而引发强大涟漪效应的重要网络平台。电视剧的制片方/播出机构/演员是初始微博的积极发送者,可信度高、专业性强、影响力大的个人博主的口碑涟漪效果更强。正面的口碑评价引发更广泛的涟漪宽度,而中性、负面的口碑评价引发更深的涟漪长度。剧本性话题的涟漪长度与涟漪声浪更强,而衍生性话题的涟漪宽度更强。女性微博用户的转发意愿更强,且与剧情产生共鸣的微博信息能够激发微博口碑受传者的再传意愿。更多还原

【Abstract】 Taking the Weibo data of the TV drama " Great River" as the sample,using the visual analysis software PKUVIS,the article captured 235 popular Weibo with a total forwarding volume of 3. 82 million times,and analyzed the ripple effect of online word-of-mouth on TV series. It is found that Weibo has become an important network platform for TV series to ferment and forward word-of-mouth,and then trigger strong ripple effect. It is found that the producers,broadcasters and actors of TV drama have become the main providers of Weibo word-of-mouth information. Moreover,individual bloggers with high credibility,strong professionalism and great influence had stronger word-of-mouth ripple effect. Positive word-of-mouth evaluation led to wider ripple width,while neutral and negative word-of-mouth evaluation led to deeper ripple length. The ripple length and ripple sound of script topics were stronger,while the ripple width of derivative topics was stronger. Female Weibo users had stronger willingness to forward,and the Weibo information that resonated with the plot could stimulate the retransmission intention of Weibo word-of-mouth recipients.更多还原