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1、AbstractMicrobloghasbecomeanirreplaceablemediaindailylife．OpinionleaderspIayavitalroleintheprocessofpublicopinion’sdevelopment，whichactasthecoreconnectionofMicrobloginformationflow．Underthiskindofmediacircumstance．enterprisecrisismanagementhavetofaceunprecedentedchallenge．Makinggooduseoftheadvanta
2、geofmicroblogwillenhancethecommunicationettectofenterprisemessage．However，microblogis“ownedmedia”，whichmeansanYonecanreleasemessagesoniteasily．Astheconfusionofinformationsourcedifficulttodistinguishbetweenrightandwrongonmicroblog．Microblogalsobecomea80urceofenterprisecrisis．Opinionleadersarethecru
3、cialcharacterinmicroblog．Tosomeextent，whethertheycangetproperleadbytheopinionleadersarethekeypoint士orenterprisetopullthroughthecrisis．Therefore，enterprisecrisismanagementshouldattachImportancetotheeffectofmicroblogopinionleaders．1hemalnVleWofthepaperareasfollow：(1)Microblogopinionleadershaveeffect
4、onagendasetting，diffusionenlargingandpublicopinionleading．Themainmalulerstoexertmicroblogopinionleaders’effectarereleasingnews，gamingeachother，andinteractingwithfans．(2)TheactofopinionleaderswaseffectbvthreePOInts，whicharethemicroblog’scontentquality,thecorrelationwithhotspot．a(chǎn)ndthecelebrityeffect
5、．Also，theprocessofmicroblogcommunicationoccurredalmostthe5ametimebothonandoffline．(3)Purposinginnovationdiffusionmodelofmicrobl02oPlnlonleader’sinfluence．Themodelwillbedescribedinthreeaspect：themergeofprimarydiffusionstage，thespecialaudienceandtheinteractivecommunication．f4)lndlcatlngsomeproblemwh
6、enwemakeuseofthemicroblogopinionleaders，effectinenterprisecrisismanagement，forexamplethedispersalofownedmicroblogopinionleaders，thelackofguidancetoothermicroblogopinionleaders，andoverrelianceonmicroblogopinionleaders．Tosolvetheseproblem，wealsothinkoftactics．whicharemergetheownedmicroblogopinionlea
7、dergroup，enhancecommunicationwithothermicroblogopinionleaders，andmultipleutilizetheeffectofmicroblogopinionleaders．KeyWords：EnterpriseCrisisManagement；Microblog；0pinionLeaders；EH．ect企業(yè)危機(jī)公關(guān)中微博意見領(lǐng)袖的作用研究日罩目爿弋湖南大學(xué)學(xué)位論
