本文選題：危機(jī)輿情管理 + 微博　； 參考：《中南大學(xué)》2013年碩士論文

【摘要】：網(wǎng)絡(luò)的出現(xiàn)帶來了信息的快速擴(kuò)散,在網(wǎng)絡(luò)時(shí)代危機(jī)事件的產(chǎn)生,極易在極短時(shí)間內(nèi)演化為危機(jī)輿情。危機(jī)輿情的存在對(duì)公司聲譽(yù)帶來嚴(yán)重影響,進(jìn)而威脅公司的生存與發(fā)展。在危機(jī)輿情下,如何對(duì)危機(jī)輿情事件進(jìn)行回應(yīng),選擇怎么樣的危機(jī)輿情應(yīng)對(duì)策略,以什么樣的方式來進(jìn)行危機(jī)輿情應(yīng)對(duì)信息的傳遞都是上市公司必須考慮的重要問題。然而,相較其他方面而言,現(xiàn)有文獻(xiàn)中對(duì)危機(jī)輿情應(yīng)對(duì)信息傳遞方式的實(shí)證研究嚴(yán)重不足,無法為現(xiàn)實(shí)行為提供有效的參考依據(jù)。 本文基于對(duì)微博信息傳播特點(diǎn)與優(yōu)勢的分析,結(jié)合已有相關(guān)研究,認(rèn)為微博方式的運(yùn)用可以有效的改善危機(jī)輿情應(yīng)對(duì)效果。以2011年9月至2013年4月間發(fā)生的167個(gè)A股上市公司危機(jī)輿情事件為研究樣本,以微博情緒與微博條數(shù)為基礎(chǔ)構(gòu)了危機(jī)輿情應(yīng)對(duì)效果衡量指標(biāo),我們對(duì)微博在危機(jī)輿情應(yīng)對(duì)中的有效性進(jìn)行了實(shí)證檢驗(yàn)。實(shí)證結(jié)果表明,微博方式的運(yùn)用可以顯著帶來危機(jī)輿情應(yīng)對(duì)效果的提升。通過對(duì)子樣本的考察,發(fā)現(xiàn)微博方式在危機(jī)輿情應(yīng)對(duì)效果上并不優(yōu)于公告方式,但較媒體采訪方式而言存在顯著的應(yīng)對(duì)優(yōu)勢。然后,我們通過對(duì)不同應(yīng)對(duì)方式下,危機(jī)輿情應(yīng)對(duì)前后微博條數(shù)的變化情況進(jìn)行了分析,發(fā)現(xiàn)微博在危機(jī)輿情應(yīng)對(duì)信息的傳遞上并未表現(xiàn)出較公告更好的傳播能力,而微博的信息傳播能力顯著優(yōu)于媒體采訪方式。結(jié)果表明,信息傳播能力上的不同可能導(dǎo)致各信息傳播方式間危機(jī)輿情應(yīng)對(duì)效果差異的原因之一。最后,我們對(duì)微博在危機(jī)輿情應(yīng)對(duì)中的有效性對(duì)公司股票價(jià)格的影響進(jìn)行了分析,發(fā)現(xiàn)微博的危機(jī)輿情應(yīng)對(duì)效用可以顯著帶來公司股價(jià)的改善。
[Abstract]:The emergence of network brings the rapid spread of information. In the era of network, crisis events are easy to evolve into crisis public opinion in a very short time. The existence of crisis public opinion has a serious impact on the reputation of the company and threatens the survival and development of the company. Under the crisis public opinion, how to respond to the crisis public opinion event, how to choose what kind of crisis public opinion response strategy, and what way to carry out the crisis public opinion response information transmission are important issues that must be considered by listed companies. However, compared with other aspects, the existing literature on the crisis of public opinion response to information transmission way empirical research is seriously inadequate, can not provide an effective reference for the actual behavior. Based on the analysis of the characteristics and advantages of Weibo information dissemination and related research, this paper holds that the use of Weibo can effectively improve the response effect of crisis public opinion. Taking 167 A-share listed companies' crisis public opinion events from September 2011 to April 2013 as the research samples, this paper constructs a measure index of crisis public opinion response effect based on Weibo sentiment and Weibo number. We empirically test the effectiveness of Weibo in response to crisis public opinion. The empirical results show that the use of Weibo can significantly improve the response to crisis public opinion. Through the investigation of sub-samples, it is found that Weibo is not superior to the public opinion in crisis response, but there is a significant coping advantage over the media interview. Then, through the analysis of the change of Weibo number before and after crisis public opinion under different coping styles, we find that Weibo does not show better communication ability than the announcement in the transmission of crisis public opinion response information. Weibo's ability to spread information is significantly better than the way media interview. The results show that the differences in the ability of information dissemination may lead to different coping effects of crisis public opinion among different modes of information dissemination. Finally, we analyze the effect of Weibo on the stock price in crisis public opinion response, and find that the crisis public opinion response utility of Weibo can significantly improve the stock price of the company.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F276.6;F49

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本文編號(hào)：1956283