社交网络话题信息传播影响簇发现谱系挖掘方法  

The Pedigree Method to Mine Influential Clusters of Topic Information in Social Network

作　　者：何建民[1,2] 王哲[1] 

机构地区：[1]合肥工业大学管理学院,合肥230009 [2]过程优化与智能决策教育部重点实验室,合肥230009

出　　处：《现代图书情报技术》2015年第5期65-72,共8页New Technology of Library and Information Service

基　　金：教育部人文社会科学研究规划基金项目"面向互联网大数据的舆论领袖话语影响力评估和治理方法研究"(项目编号:14YJA630015)的研究成果之一

摘　　要：【目的】利用互联网传播媒介,在社交网络中寻找对特定话题信息有影响的人群(影响簇),以此作为传播中介,为企业营销决策提供理论和方法支持。【方法】通过新浪微博API收集数据,采用谱系挖掘方法挖掘对信息传播有影响的人群,分析个体信息传播及其之间的交互关系来发现影响簇。【结果】获得对信息传播有高影响力的人群,利用该人群推广企业的营销信息,可显著提高产品引导购买率。【局限】仅考虑个体自身传播影响力的因素,未考虑微博非常规用户行为。【结论】为企业实施网络精准营销决策支持提供理论基础和实用方法。[Objective] The paper aims to find the user groups （influential clusters in social network） which have great influence on others in particular topics. The user groups can be employed as spread media to support the marketing decisions of enterprises. [Methods] With the data collected from Sina micro-blog, use the pedigree method to mine the influential clusters in social network, and analyze the information distribution and interaction among individuals to mine the influential clusters. [Resuls] The proposed method can find the user groups which have high influence in social network. Enterprises can utilize the user groups to distribute the marketing information and enhance the guiding rate of product sale. [Limitations] Only consider the factor which compose the influential ability of individuals, and do not take the unconventional behaviors of micro-blog users into account. [Conclusions] This paper provides the theoretical basis and practical method to support the social marketing decisions of enterprises.

关 键 词：话题信息传播 频繁传播序列 谱系数据挖掘 影响簇发现方法 

分 类 号：G206[文化科学—传播学] TP311.13[自动化与计算机技术—计算机软件与理论]