Modeling on Opinion Leader's Influence in Microblog Message Propagation and Its Application
Author:
Affiliation:

Clc Number:

Fund Project:

  • Article
  • |
  • Figures
  • |
  • Metrics
  • |
  • Reference
  • |
  • Related
  • |
  • Cited by
  • |
  • Materials
  • |
  • Comments
    Abstract:

    In microblog networks, the propagation of messages is closely related to the influence of opinion leaders. However, it is hard to quantitate the influence of opinion leaders in different types of messages, which bring great challenges to evaluate the influence of opinion leaders and predict the propagation trend of a message. To solve this problem, this paper proposes a method to measure and analyze opinion leaders' influence in microblog based on the dynamical process of message propagation. By studying the spread patterns of messages, dynamical directed graph is employed to model the propagation process. The propagation of a message can be decomposed into sub-propagations raised by opinion leaders, which can be described as exponential truncated power-law decay function. By estimating the parameters in the model, the initial influence, influence decay rate and influence insistency of opinion leaders can be evaluated quantitatively. Results of the experiment based on the data collected from Sina microblog, show the total retweeted messages is weakly correlated to the number of opinion leaders in the spread process. In addition, the number of followers possessed by opinion leaders is positively correlated to the power of their initial influence. However, it exhibits no correlation with the decay rate and insistence time of the influence. The efficiency and correctness of the proposed model are validated by predicting the spread trends of hot messages in actual microblog networks, which is important to network marketing and message propagation controls.

    Reference
    Related
    Cited by
Get Citation

王晨旭,管晓宏,秦涛,周亚东.微博消息传播中意见领袖影响力建模研究.软件学报,2015,26(6):1473-1485

Copy
Share
Article Metrics
  • Abstract:
  • PDF:
  • HTML:
  • Cited by:
History
  • Received:October 28,2013
  • Revised:May 21,2014
  • Adopted:
  • Online: June 04,2015
  • Published:
You are the firstVisitors
Copyright: Institute of Software, Chinese Academy of Sciences Beijing ICP No. 05046678-4
Address:4# South Fourth Street, Zhong Guan Cun, Beijing 100190,Postal Code:100190
Phone:010-62562563 Fax:010-62562533 Email:jos@iscas.ac.cn
Technical Support:Beijing Qinyun Technology Development Co., Ltd.

Beijing Public Network Security No. 11040202500063