基于胜任力模型的社交网络意见领袖识别方法

doi:10.11959/j.issn.1000-436x.2014.11.002

Abstract

Abstract:

A competency model of opinion leaders in social networks is presented，which includes three capacity factors，some explicit and implicit behavioral indicators.These characteristics of information production，information dissemination and information influence which opinion leaders should have.Based on the proposed competency model，social network users into four categories which divided:the general public，the activists，the topic opinion leaders and network opinion leaders.Then a hierarchical filtering process is designed and a system framework of filtering experimental for identifying opinion leaders is introduced.It takes the data extracted from the Sina microblog as input，then integrates some social network analysis tools such as MALLET，and develops the programs for specific functions with Python.Eventually，the opinion leaders of microblog can be identified.The experiment results prove the effectiveness of present competency model for opinion leaders and the feasibility of hierarchical filtering process.

Key words: competency, opinion leaders, social network, social computing

Bo CHEN,Xiang-yan TANG,Ling YU,Ya-shang LIU. Identifying method for opinion leaders in social network based on competency model[J]. Journal on Communications, 2014, 35(11): 12-22.

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References 30

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意见领袖		识别指标		识别方法		识别工具
意见领袖	信息生产	信息传播过程	信息传播效果	定性	定量	识别工具
传统意见领袖	地位；威望	社会交往行为	影响力	自我报告法；观察法	社会计量法；简单统计测量法	意见领袖量表、调查问卷
网络意见领袖	威望度（注册时长）	发帖、回帖数量；平均内容长度；在论坛中的活动时间	被回帖数量，回帖长度；帖子被浏览次数回复者的分散程度响应值、认同值（论坛中帖子获得支持和反对数）	自我报告法；观察法	社会计量法；基于影响力扩散模型；基于聚类	SPSS等
社交网络意见领袖	威望度（注册时长）	点入度；点出度；度数中心度、中间中心度；网络有效规模、网络约束系数	核心—边缘模型、影响力系数	自我报告法；观察法	基于聚类、基于PageRank、HITS算法、社会网络分析法等	UCINET等

胜任力要素	要素定义	行为指标
		关注朋友数
活跃性（显性）	在信息传播过程中的活跃程度	平均时间的发文数平均时间的回文数
		影响力：受众度、反响度、扩散度
中心性（隐性）	所生产信息的质量和效果	专业性：主题偏离度创新性：原创度、文档相似度
		专注度：特定主题的发文、回文和转发的比例
中介性（隐性）	信息传播过程中的中介过滤、控制等作用	中介中心度

主题	关键词
主题0：感悟	人生、快乐、思考、故事、灰飞烟灭
主题1：公考	公考、公告、行测、申论、公开课
主题2：娱乐	编剧、原创、品牌、摄影师、主持
主题3：美食	宵夜、美味、蔬菜、美食、年夜饭
主题4：学术	博士、技术人才、学者、老师、IT
主题5：工作	程序员、统计、论坛、数据、开发

方法	前13名意见领袖
PageRank	2543873754、1657809832、1952378163、3314238955、1117617663、1497587753、1774151167、1055769364、1965389715、1035850842、3256814345、1799576054、2802121021
HITS	1670800485、3179781755、1745984651、1713926427、2001348433、2646013373、2083844833、1824294563、1580353657、1736329970、1657809832、1652526230、1799576054
影响力扩散概率模型	1903721143、2181434512、1836678361、2892905951、1541603965、3966555126、2629632621、2509471860、1789356785、1812882783、1999536911、2041028560、1963752797
本文	1909378971、2543873754、1799576054、2935818920、1847022404、2697613543、2521409667、1812882783、3697737621、1998679021、2534483191、1912607653、2179052747

方法	认证用户比例	微博达人比例	信度P
PageRank	4/13	2/13	0.246 2
HITS	2/13	5/13	0.246 2
影响力扩散概率模型	3/13	5/13	0.292 3
本文	5/13	6/13	0.415 4

Identifying method for opinion leaders in social network based on competency model

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