Abstract:

Based on the user posts under the topic of enterprise crisis events in Weibo, this paper explores the impact of multiple subjects’ engagement on negative user-generated content (UGC) in online firestorms. The data is analyzed by using the regression model and the gray correlation analysis. It is found that in the online firestorm caused by corporate crisis, there is a significant positive correlation between the proportion of negative posts in the public opinions prior to central enterprises’ response and the proportion of negative UGC of ordinary users. The more positive the valence of the central enterprises’ response posts, the lower proportion of negative UGC of ordinary users. However, the volume of the central enterprises’ response posts has no significant correlation with it. After the central enterprises’ response, the negative posting proportion of opinion leaders and online news media is significantly positively correlated with the negative UGC proportion of ordinary users, while that of government agencies is negatively correlated. Besides, the influence of each subject on ordinary users’ negative posting from strong to weak is as follows: opinion leaders, public opinion, online news media, and government agencies.

Key words:

online firestorm, crisis stakeholder, user-generated content, negative information diffusion, enterprise response

摘要：

基于微博企业危机事件话题下的用户发帖数据，探究在线风暴中多元参与主体对负面用户生成内容（UGC）的影响。运用回归模型与灰色关联分析法研究发现，在由企业危机事件引发的在线风暴中，中心企业回应前公众意见中负向帖子的比例与普通用户的负向UGC比例呈显著正相关。中心企业回应发帖的情感效价越正向，普通用户的负向UGC比例越低，而中心企业回应发帖的数量与其没有显著相关性。中心企业回应后，意见领袖和在线新闻媒体的负面发帖比例与普通用户的负向UGC比例呈显著正相关，政府机关的负面发帖比例与普通用户的负向UGC比例呈显著负相关。此外，各参与主体对普通用户负面发帖的影响程度从强到弱分别为意见领袖、公众意见、在线新闻媒体和政府机关。

关键词:

在线风暴, 危机利益相关者, 用户生成内容, 负面信息扩散, 企业回应