معیارهای ارزیابی ارزش اثرگذاری کاربران رسانه های اجتماعی- چارچوبی براساس کاوش رسانه های اجتماعی
محورهای موضوعی : عمومىروجیار پیرمحمدیانی 1 , شهریار محمدی 2
1 - دانشکده مهندسی کامپیوتر، دانشگاه کردستان، ایران
2 - دانشکده مهندسی صنایع، دانشگاه صنعتی خواجه نصیرالدین طوسی، ایران
کلید واژه: ارزش اثرگذاری, کاوش رسانه های اجتماعی, رفتارهای تعاملی کاربران ,
چکیده مقاله :
امروزه رفتارهای تعاملی کاربران در رسانه های اجتماعی به یک منبع مهم و اثرگذار بر فعالیت های حوزه ی بازاریابی تبدیل شده است. مفاهیم موجود در کاوش رسانه های اجتماعی، تکنیک های لازم برای محاسبه ی معیارهای مربوط به ارزیابی رفتارهای اثرگذار کاربران را فراهم می آورد. علیرغم اهمیت کاوش رسانه های اجتماعی برای تحلیل رفتارهای تعاملی کاربران، فقدان یک بازنگری جامع و طرح کلاس بندی در این زمینه وجود دارد. به این منظور در این تحقیق در قدم اول با ارائه ی یک دسته بندی شامل سه حوزهی، تحلیل مبتنی بر کاربر، تحلیل مبتنی بر ارتباط و تحلیل مبتنی بر محتوا، تکنیک های کاوش رسانه های اجتماعی برای تحلیل رفتارهای اثرگذار کاربران مورد بررسی قرار گرفته است. در ادامه با توجه به مرور ادبیات صورت گرفته، یک چارچوب نوآورانه و ترکیبی شامل دو بعد اصلی" پتانسیل اثرگذاری" و "سطح اثرگذاری" ارائه گردیده است و معیارهای "تعداد کاربران فعال"، "رتبه ی کاربر"، "کیفیت و میزان تحلیلی و قضاوتی بودن متون تولید شده توسط کاربران" برای محاسبه ی هر یک از این ابعاد تعریف شده است. در واقع این مقاله اولین کلاس بندی جامع و آکادمیک در خصوص تکنیک های کاوش رسانه های اجتماعی مثمرثمر در تحلیل رفتارهای کاربران میباشد که با ارائه ی یک چارچوب امکان ارزیابی ارزش اثرگذاری کاربران را برای کسب وکارها فراهم می نماید.
Nowadays, users' interactive behaviors on social media have become an important and influential resource on marketing activities in various businesses. Despite the importance of this issue, providing appropriate criteria for evaluating the influential behavior of users in recent studies has received less attention. For this purpose, in the first step, an innovative theory framework including two main dimensions: potential of the influence and the level of the influence is presented. Then, in order to define criteria for measuring each dimension, by providing a comprehensive and combined classification including three domains, user-based analysis, relationship-based analysis and content-based analysis, exploration techniques Social media has been examined to analyze the effective behaviors of users. In the following, according to the literature review, the criteria of "number of active users", “ranked of users based on the structural indexes and activity", “quality and the subjectiveness of content” have been defined to measure each of the aforementioned dimensions. The criteria proposed in this article are effective for creating dashboards to assess the value of users' influence in various businesses. It also a comprehensive roadmap has been provided for businesses about the data they need to collect and the required techniques to determine each of these metrics through a cross-disciplinary and academic classification of social media exploration techniques.
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