Identifying sets of key players in a social network
Computational & Mathematical Organization Theory
Linked: How Everything Is Connected to Everything Else and What It Means
Linked: How Everything Is Connected to Everything Else and What It Means
Opinion Leadership and Social Contagion in New Product Diffusion
Marketing Science
Online Product Opinions: Incidence, Evaluation, and Evolution
Marketing Science
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Online social networking services generate an online map of socially connected individuals. All online friends are not created equal. Despite similarity in information exposure, two different online contacts of an individual may exert significantly different influence. First, online contacts of a user could be grouped into different categories, between which the strength of influence differs. Second, ties within each category also differ. A Bayesian model is proposed to describe and estimate the influence structure on top of the network structure taking both user-reported categories and behavior observation into consideration. Our results show that there is significant heterogeneity in the social influence structure. We further identify how individual-level influence structure relates to other user characteristics.