Identification of influencers in online social networks: measuring influence considering multidimensional factors exploration

Abstract

Online Social networks exhibit heterogeneous nature with nodes playing far different roles in structure and function. To identify influencers is thus very significant, allowing us to control the outbreak of public negative opinion, to conduct advertisements for e-commercial products, to predict popular scientific publications, and so on. The identification of influencers attracts increasing attentions from both computer science and communication science, with multiple dimensional metrics ranging from structure-based to information-based and action-based. However, most work simply rely on one dimensional metrics. Therefore, in this paper, we analyze three dimensional characteristics (structure-based, information-based, and action-based factors) to develop the multidimensional social influence (MSI) measurement approach. With topic distillation and conditional expectation, the MSI approach can not only measure users topic-level influence, but also measure users global-level influence. Based on data collected from SinaWeibo.com, the experimental results show that the proposed framework outperforms two traditional methods (LeaderRank and FBI) both on the topic-level and the global-level. The proposed framework can be effectively applied to promote word-of-mouth marketing, and to steer public opinion in certain directions, even to support decisions during a negotiation process.

Keywords

• Online social networks
• Social influence measurement
• Multidimensional
• Factors exploration
• Topic-level network
• Global-level network