识别社交网络中的有影响力和易受影响的成员
1Stern School of Business, New York University, New York, NY 10012, USA. sinan@stern.nyu.edu
概括
年轻人更容易受到社会影响,而男性比女性更有影响力. 有影响力的用户不太容易受到影响,并在网络中聚集,推动产品的采用.
科学领域:
- 社交网络分析分析
- 行为经济学是一种行为经济学.
- 计算社会科学 计算社会科学
背景情况:
- 了解社会影响是解释网络行为传播的关键.
- 估计社会传播的传统方法存在固有的偏见.
- 需要新的方法来准确测量影响和易感性.
研究的目的:
- 引入一种用于识别网络中的社会影响和易受影响的新方法.
- 克服估计社会传染现有技术的局限性.
- 分析影响影响和易受影响的人口和网络因素.
主要方法:
- 在一个大规模的社交网络 (130万Facebook用户) 上利用了体内随机实验.
- 通过分析产品采用决策来量化影响和易感性.
- 检查了影响力,易感性和网络结构之间的关系.
主要成果:
- 年轻的用户表现出比老年用户更容易受到影响.
- 发现男性比女性更有影响力.
- 女性对男性的影响力比对其他女性更大;已婚人士表现出最不容易受到影响.
- 高度有影响力的个人不太容易受到影响,并且倾向于在网络中聚集.
结论:
- 网络结构和个体特征显著调节社会影响.
- 有影响力的个人,他们不太容易受到影响,以网络为中心,在行为传播中起着至关重要的作用.
- 这些发现提供了对社会传染动态和有针对性的干预措施的更准确的理解.
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