Construction of microblogging-based effect evaluation index for significant sports events in the internet era

Abstract

This paper develops a multi-dimensional appraisal index system to evaluate microblogging platforms’ communication effectiveness during major sporting events. The system includes five primary indices—passer impact, content effect, channel effect, audience effect, and interactive effect—supported by 12 s-order and 31 third-order indices, refined through expert consultation via the Delphi technique. Expert authority coefficients exceeded 0.7, with the passer effect averaging 0.91. Metrics like importance, operability, and sensitivity scored highly, demonstrating strong validity and consistency. The indices assess user activity, interactions, and dissemination modes, such as single-chain communication for precision and charisma spread for broader reach. Results show microblogging's effectiveness in real-time engagement, with interactive strategies fostering audience interest. AI-driven dynamic analysis further enhances adaptability. The system's scalability allows integration across diverse events and demographics. These findings offer valuable insights for event organizers, sponsors, and brands to boost engagement, visibility, and audience experience.