Abstract: Taking Sina Microblog as object of study, using social network analysis technology and starting from the characteristics of dynamic information dissemination network, this paper constructs the hypothesis model, which takes topology structure of micro-blog′s network, the individual attribute and the information characteristic of official micro-blog release as variables to explore its effect on microblog marketing. Research shows that the characteristics of the propagation network are related to the size of the propagation network, the gender affects the expansion of the propagation network, and the number of official microblogs posted on the day is negatively correlated with the size of the propagation network.

Key words: Micro-blog marketing, social networks, panel data, fixed effects regression model