Research on characteristics mining and management strategies for key rumor spreaders

Purpose In the era of social media, containing and managing online rumors poses a significant challenge. Therefore, a thorough investigation into the factors influencing rumor dissemination becomes increasingly crucial. Key rumor spreaders wield considerable influence over audience behavior and public opinion dissemination, making them pivotal in curbing the spread of rumors. This study aims to categorize these key spreaders and delve into the distinct characteristics of each category. Design/methodology/approach This paper introduces a method for identifying key rumor spreaders through social network analysis. By utilizing text mining and sentiment analysis on data from typical rumor events on Weibo, we extract 14 characteristics of key spreaders. Subsequently, we develop a method for classifying the roles of these key spreaders and conduct empirical research to validate our findings. Findings Our study reveals significant variations in the characteristics of key spreaders across different roles. These insights enable managers to implement differentiated management strategies for key spreaders based on their respective roles. Originality/value This research sheds light on the diverse characteristics exhibited by key rumor spreaders on social media, providing a novel reference point for enhancing the effectiveness of rumor intervention and control strategies.