ソーシャルネットワークの有力かつ感受性の高いメンバーを特定する
1Stern School of Business, New York University, New York, NY 10012, USA. sinan@stern.nyu.edu
Science (New York, N.Y.)
|June 23, 2012
まとめ
若い人は,社会的影響を受けやすい傾向があり,男性は女性よりも影響力があります. 影響力のあるユーザーは感受性が低く,ネットワーク内でクラスタリングし,製品の採用を推進します.
科学分野:
- ソーシャルネットワークの分析
- 行動経済学は,行動経済学である.
- コンピューティング社会科学
背景:
- 社会的影響を理解することは,ネットワークにおける行動伝播を説明する鍵です.
- 社会的伝染を推定する伝統的な方法は,固有のバイアスに苦しんでいます.
- 影響と感受性を正確に測定するには,新しいアプローチが必要です.
研究 の 目的:
- ネットワークにおける社会的影響と脆弱性を特定するための新しい方法を導入する.
- 社会的伝染を推定するための既存の技術の限界を克服する.
- 影響と感受性に影響を与える人口統計的およびネットワークベースの要因を分析する.
主な方法:
- 大規模なソーシャルネットワーク (130万人のFacebookユーザー) でin vivoランダム化実験を活用した.
- 製品採用の決定を分析することによって,定量的影響と感受性を測定します.
- 影響,感受性,ネットワーク構造の関係を調べた.
主要な成果:
- 年下のユーザーは,年配のユーザーよりも影響を受けやすい傾向を示した.
- 男性は女性よりも影響力があることが判明しました.
- 女性は他の女性よりも男性に対してより大きな影響力を発揮し,結婚した人は最も弱い傾向を示した.
- 影響力のある個人は影響を受けやすくなり,ネットワークで集結する傾向がありました.
結論:
- ネットワークの構造と個人の特徴は,社会的影響を大きく左右する.
- 影響力を発揮する個人は,より脆弱でネットワーク中心的であり,行動拡散において重要な役割を果たします.
- この発見は,社会的伝染のダイナミクスとターゲットを絞った介入のより正確な理解を提供します.
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