论文标题
在线社交网络中确定有影响力的节点以进行品牌传播
Identify Influential Nodes in Online Social Network for Brand Communication
论文作者
论文摘要
近年来，在线社交网络变得非常流行，这促使越来越多的公司通过社交媒体推广其品牌和产品。本文提出了一种识别在线社交网络中的有影响力节点进行品牌传播的方法。我们首先为用户构建加权网络模型及其从与品牌相关的内容中提取的关系。我们通过网络结构和品牌参与方面的各个方面进行定量测量社区中节点的个体价值。然后提出了一种用于识别虚拟品牌社区的有影响力节点的算法。该算法通过其单个值以及周围节点的个体值评估节点的重要性。我们从现实生活中的在线社交网络中提取并为特定品牌提取虚拟品牌社区，并在凭经验上评估拟议的方法。实验结果表明，所提出的方法能够识别在线社交网络中的有影响力的节点。我们可以通过使用该方法获得较高的经过验证的用户和用户覆盖率的识别结果。
Online social networks have become incredibly popular in recent years, which prompts an increasing number of companies to promote their brands and products through social media. This paper presents an approach for identifying influential nodes in online social network for brand communication. We first construct a weighted network model for the users and their relationships extracted from the brand-related contents. We quantitatively measure the individual value of the nodes in the community from both the network structure and brand engagement aspects. Then an algorithm for identifying the influential nodes from the virtual brand community is proposed. The algorithm evaluates the importance of the nodes by their individual values as well as the individual values of their surrounding nodes. We extract and construct a virtual brand community for a specific brand from a real-life online social network as the dataset and empirically evaluate the proposed approach. The experimental results have shown that the proposed approach was able to identify influential nodes in online social network. We can get an identification result with higher ratio of verified users and user coverage by using the approach.
