社会关系网络中影响力用户发现方法研究  

Identifying Influential Users in Social Networks

作　　者：何建民[1] 殷澍[2] 

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》2016年第4期20-30,共11页New Technology of Library and Information Service

基　　金：国家自然科学基金重大项目"面向大数据的商务分析与计算方法以及支撑平台"(项目编号:71490725);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】为使结点投放的社会性网络广告绩效最大化,探索一种遴选网络影响力用户的新方法。【方法】从社会资本测量的视角,将社交网络上的用户间关系描述为社会关系网络基本图谱,据此建立用户影响力社会资本测度模型,通过对基本图谱下的用户随机游走行为发生可能性的概率计算,以识别和发现有影响力的用户。【结果】经识别的目标用户在其特定领域拥有相当的话语影响力,可对其他用户施加信息影响,经与"新浪微博"平台标识的影响力用户对比,验证该方法的有效合理性。【局限】未考虑社交网络用户的博文内容对其话语影响力的贡献。【结论】为企业投放社会性网络广告遴选有影响力用户,提供理论支持和实用方法。[Objective] This paper aims to identify the influential users in social network systems, which could help us maximize the online advertising effects. [Methods] First, we constructed the basic graphs to describe relationship among the social network system users from the perspective of social capital measurement. Second, we built the influence measurement model based on the newly constructed graphs. Finally, we identified the influential users by calculating the probabilities of users＇ random browsing behaviors. [Results] The proposed method could identify users with big online influence. They were more capable of affecting others in related fields than the influential users listed by the Sina Weibo. [Limitations] The proposed method did not evaluate the impacts of user-generated contents in social network systems while measuring the users＇ influence. [Conclusions] The proposed method could help business owners identify influential users in the social network system to improve the effectiveness of online advertisements.

关 键 词：网络广告投放 社会关系图谱 用户社会资本测量 影响力用户发现模型 

分 类 号：TP393.09[自动化与计算机技术—计算机应用技术]