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Influencers and targets on social media: Investigating the impact of network homogeneity and group identification on online influence

机译：对社交媒体的影响和目标：调查网络同质性和群体识别对在线影响的影响

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This study identifies social media users who aim to influence others and those who have experienced influencing behavior targeted at them. It investigates how influential users and targets of influence differ with respect to their demographic backgrounds and how the perceived group identification, network homogeneity, and size of the social network affect online influence. The data was based on a large-scale survey of Finnish people (N=2,761). We find that young and highly educated men were more likely to be targets of influence, but the demographic differences were less obvious with regard to influencing behavior. Moreover, group identification was a significant factor underpinning online influence for both influencing behavior and target experiences. The network homogeneity and the size of the network increased the likelihood of influencing behavior. Our main contribution is to shed light on people who are targets of online influencing on social media. By comparing influential users and their targets, this study extends the previous research, which has mostly focused on detecting influential people.
机译：本研究确定了旨在影响他人的社交媒体用户以及那些经历过他们的影响行为的人。它调查了有影响力的用户和影响目标如何在其人口背景以及社会网络的感知团体识别，网络同质性和大小如何影响在线影响。数据基于对芬兰人民的大规模调查（n = 2,761）。我们发现年轻和受过高等教育的男性更有可能成为影响的目标，但对影响行为方面的人口差异不太明显。此外，群体鉴定是对影响行为和目标经验的在线影响的重要因素。网络同质性和网络的大小增加了影响行为的可能性。我们的主要贡献是阐明在社交媒体上在线影响的人的人揭示。通过比较有影响力的用户及其目标，这项研究扩展了以前的研究，主要集中在侦测有影响力的人。

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