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【目的】为使结点投放的社会性网络广告绩效最大化,探索一种遴选网络影响力用户的新方法。【方法】从社会资本测量的视角,将社交网络上的用户间关系描述为社会关系网络基本图谱,据此建立用户影响力社会资本测度模型,通过对基本图谱下的用户随机游走行为发生可能性的概率计算,以识别和发现有影响力的用户。【结果】经识别的目标用户在其特定领域拥有相当的话语影响力,可对其他用户施加信息影响,经与“新浪微博”平台标识的影响力用户对比,验证该方法的有效合理性。【局限】未考虑社交网络用户的博文内容对其话语影响力的贡献。【结论】为企业投放社会性网络广告遴选有影响力用户,提供理论支持和实用方法。
【Objective】 In order to maximize the performance of social network advertising nodes, explore a new method of selecting network influence users. 【Methods】 From the perspective of social capital measurement, the relationship between users on social networks was described as the basic map of social networks. Based on this, a social capital measurement model of user influence was established. Based on the random walk behavior of users under the basic map, Probability calculations to identify and identify influential users. 【Result】 The identified target users have considerable discourse influence in specific fields and can impose information influence on other users. Compared with the influence users of “Sina Weibo” platform identification, the validated reasonableness of this method is verified Sex. Limitations The contribution of blog posts for social network users to their discourse is not considered. 【Conclusion】 For the enterprises to advertise social network advertising influential users, to provide theoretical support and practical methods.