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Electronic word-of-mouth communities from the perspective of social network analysis

机译：社交网络分析视角下的电子口碑社区

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摘要

This paper is focused on the identification of influencers that can have an important impact over the decision-making of other users. For this purpose, a popular electronic word-of-mouth community like Ciao.com has been modelled as a social network. Using social network analysis techniques, the existence of influencers is justified by the power law distribution of user participation, and then they are identified using their topological features within the social network. The obtained results reveal that influencers are not determined by the number of performed reviews, but by the variety or scope of their performed reviews and their central position in the consumer network. The main contribution of this research is the identification of influencers based on the participation features of community users. As a difference to other studies, results are not based on surveys or opinions, but on the trace users leave when they post opinions, comments or scores.
机译：本文的重点是确定可能对其他用户的决策产生重要影响的影响因素。为此，像Ciao.com这样的流行电子口碑社区已被建模为社交网络。使用社交网络分析技术，通过用户参与的幂定律分布来证明影响者的存在，然后使用其在社交网络中的拓扑特征进行识别。获得的结果表明，影响者不是由执行的评论的数量决定的，而是由他们执行的评论的种类或范围以及它们在消费者网络中的中心地位决定的。这项研究的主要贡献是根据社区用户的参与特征来识别影响者。与其他研究不同的是，结果不是基于调查或观点，而是基于用户发表观点，评论或评分时离开的轨迹。

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