社交媒体行业的内容差异化与竞争：以新浪微博为例

在互联网技术不断迭代与发展的环境背景下，社交媒体平台逐渐成为了当下最主要的信息传播途径之一，其特点是能够同时存在大量内容。然而，国内社交媒体的滥用现象也导致了在线平台的内容竞争状况愈来愈激烈。因此，通过研究社交媒体平台的信息扩散竞争机制，对维护互联网秩序、促进社交媒体平台健康发展具有十分重大的意义。

为研究社交媒体平台上信息扩散过程中竞争或合作的交互影响作用，本文选取了2021年9月至2022年1月期间新浪微博上的热门话题数据。然后使用互激 励霍克斯模型对信息扩散过程进行建模，并通过真实数据得到模型的参数估计结 果以评估这种交互效应的影响方向和大小，最后使用线性回归模型对影响这种交互效应的因素做进一步探索。

实证结果表明，在大部分情况下信息之间交互影响表现为竞争关系，即一条信息的传播会抑制其他信息的传播。同时，本文也发现了一些信息的扩散会受益于其他信息的扩散的证据，即信息之间的合作效应。更进一步发现，信息发布者 的社交网络规模、信息流大小和信息内容主题的相似程度都是影响这种交互效应大小和方向的关键因素。

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