The Impact of Emotional Divergence on Information Re-Dissemination in Social Media:Taking Weibo as an Example
[Research purpose]The re-dissemination of information in social media is one of the mainstream communication methods at present,and it is of great significance to scientifically guide online public opinion and maintain a healthy online environment by studying the role of emotional features of information re-dissemination in social media and revealing the mechanism of emotional information affect-ing information re-dissemination in social media.[Research method]Based on the theory of cognitive dissonance,the characteristics of emotional divergence are introduced for sentiment analysis,and the number of retweets and comments of posts were used as the measure-ment indicators of information retransmission effect,and a theoretical model of emotional divergence and emotional tendency affecting in-formation re-dissemination is constructed,which is verified by using the data on the microblog platform.[Research conclusion]Through the regression model verification,emotional divergence can significantly positively affect the re-dissemination of social media information and promote the retweet and comment of posts.Positive emotional tendency can significantly promote the forwarding effect of posts,while the effect on the number of comments on posts is not significant.The emotional tendency of the post content can adjust the influence of e-motional divergence in the post content on the post forwarding,while the emotional tendency of comments can adjust the influence of emo-tional divergence in the comment content on the number of comments on the post.
social mediaemotional divergenceWeiboinformation re-disseminationsentiment analysisemotional tendencycogni-tive dissonance
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