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

This article focuses on developing a multi-dimensional evaluation index system to assess the communication effectiveness of microblogging platforms during large-scale sporting events. The system comprises five primary indices—passer effect, content effect, channel effect, audience effect, and interactive effect—supported by 12 secondary and 31 tertiary indicators, refined through expert consultation using the Delphi method. It highlights six dissemination modes on microblogging platforms, such as single-chain communication and charisma spread, each serving distinct communication objectives. The integration of artificial intelligence (AI) enhances real-time analysis of audience engagement and sentiment, enabling dynamic optimization of communication strategies. The framework offers practical insights for event organizers, sponsors, and policymakers to improve visibility, engagement, and impact, while acknowledging limitations related to cultural nuances, data availability, and applicability beyond mega sports events.