Identifying Influencers in Online Social Networks: The Role of Tie Strength
作者： Yifeng Zhang , Xiaoqing Li , Te-Wei Wang
关键词: Key (cryptography) 、 Internet privacy 、 Computer science 、 World Wide Web 、 Task (project management) 、 Influencer marketing 、 Identification (information) 、 Component (UML) 、 Process (engineering) 、 Viral marketing 、 The Internet
摘要: Online social networks (OSNs) are quickly becoming a key component of the Internet. With their widespread acceptance among general public and tremendous amount time that users spend on them, OSNs provide great potentials for marketing, especially viral in which marketing messages spread consumers via word-of-mouth process. A critical task is influencer identification, i.e. finding group as initial receivers message. Using agent-based modeling, this paper examines effectiveness tie strength criterion identification OSNs. Results show identifying influencers by number strong connections user has superior to doing so total when relatively high compared weak or there percentage between users. Implications results discussed.
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