A study of homophily on social media

摘要: The fact that similarity breeds connections, the principle of homophily, has been well-studied in existing sociology literature. Several studies have observed this phenomenon by conducting surveys on human subjects. These concluded new ties are formed between similar individuals. This used to explain several socio-psychological concepts such as, segregation, community development, social mobility, etc. However, due nature these and limitations because involvement subjects, conclusions from not easily extensible online media. Social media, which is becoming infinite space for interactions, exceeded all expectations terms growth, reasons beyond mind. New media same way they emerge real-world. given differences real world do factors govern construction also media? In other words, does homophily exist article, we study extremely significant question. We propose a systematic approach studying three sites, BlogCatalog, Last.fm, LiveJournal report our findings along with some interesting observations. results indicate influence interest-based very strong leading factor constructing specifically sites implications strategic advertising, recommendations, promoting applications at large.