Generation Mechanism of Corporate Online Public Opinion Hotness Based on Multicase Qualitative Comparative Analysis

Abstract

Based on the actor network theory, this paper collects 20 representative corporate public opinion data through microblogs, uses the qualitative comparative analysis method to analyze these typical cases from the configuration perspective, identifies the elements and condition combination paths of corporate online public opinion hotness generation from four dimensions: enterprises, netizens, media, and government, and explores the generation mechanism of corporate network public opinion hotness. The results show three modes with high hotness of corporate network public opinion generation, which are internal and external linkage, internal leading, and external restriction. The public opinion hotness generation modes of consumers’ rights and interests and managers’ problems are different. Therefore, different measures should be taken to reduce the hotness of negative public opinion for different causes of corporate public opinion. Based on this, this paper puts forward some guidance suggestions, including strengthening the identification and contact with opinion leaders, strengthening the cooperation with the government and authoritative media, and strengthening the feedback response level of corporate network public opinion. This study helps to prevent and resolve public opinion crisis and provides reference for corporate public opinion governance.