A study on the influencing factors of social platforms and dissemination of trending topics

Abstract

With the rapid development of Internet technology, social platforms have become important channels for information dissemination and public discussion. This paper aims to explore the influencing factors of topic dissemination effects on social platforms and provide theoretical support and practical guidance for the formulation of information dissemination strategies. Based on the sampling method, comments under the representative posts are selected to explore in-depth the attitudes of netizens towards the hot topics as well as the popularity of topics by utilizing the sentiment analysis function of HanLP. Additionally, combining the characteristics of user engagement and preference on different platforms, the paper analyses how emotional expression, news media speech, and contextual differences affect the spreading speed of trending topics on different social platforms. The findings of this study emphasize the need to consider a variety of factors when communicating effectively on social platforms and the results are of great value to social media operators, brand marketers, and public relations professionals when formulating communication strategies.