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Identificar a los miembros influyentes y susceptibles de las redes sociales
1Stern School of Business, New York University, New York, NY 10012, USA. sinan@stern.nyu.edu
Science (New York, N.Y.)
|June 23, 2012
Resumen
Los individuos más jóvenes muestran una mayor susceptibilidad a la influencia social, mientras que los hombres son más influyentes que las mujeres. Los usuarios influyentes son menos susceptibles y se agrupan dentro de las redes, impulsando la adopción del producto.
Área de la Ciencia:
- Análisis de redes sociales análisis de redes sociales.
- La economía del comportamiento es la economía del comportamiento.
- Las ciencias sociales computacionales.
Sus antecedentes:
- Comprender la influencia social es clave para explicar la propagación del comportamiento en las redes.
- Los métodos tradicionales para estimar el contagio social sufren de sesgos inherentes.
- Se necesitan nuevos enfoques para medir con precisión la influencia y la susceptibilidad.
Objetivo del estudio:
- Introducir un nuevo método para identificar la influencia social y la susceptibilidad en las redes.
- Para superar las limitaciones de las técnicas existentes para estimar el contagio social.
- Analizar los factores demográficos y basados en redes que afectan la influencia y la susceptibilidad.
Principales métodos:
- Utilizado en experimentación aleatoria in vivo en una red social a gran escala (1,3 millones de usuarios de Facebook).
- Influencia y susceptibilidad cuantificadas mediante el análisis de las decisiones de adopción de productos.
- Examinó la relación entre la influencia, la susceptibilidad y la estructura de la red.
Principales resultados:
- Los usuarios más jóvenes demostraron una mayor susceptibilidad a la influencia que los usuarios mayores.
- Se encontró que los hombres eran más influyentes que las mujeres.
- Las mujeres ejercieron más influencia sobre los hombres que sobre otras mujeres; las personas casadas mostraron la menor susceptibilidad.
- Las personas altamente influyentes eran menos susceptibles a la influencia y tendían a agruparse en la red.
Conclusiones:
- La estructura de la red y las características individuales modulan significativamente la influencia social.
- Los individuos influyentes, que son menos susceptibles y centrados en la red, juegan un papel crucial en la difusión del comportamiento.
- Los hallazgos proporcionan una comprensión más precisa de la dinámica del contagio social y las intervenciones específicas.
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