Validation of the effects of influencers in social networks through disseminating the facebook application소셜네트워크에서의 인플루언서 영향력 검증에 관한 연구 : 페이스북 어플리케이션 확산을 중심으로

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This research proposes and evaluates a methodology for discovering influencers within online social networking sites (OSNSs), which provide powerful means of sharing common interests and communicating between users. Finding outstanding influencers out is major perspective in success of viral marketing. By using data from Facebook, one of the most popular online social networking sites, we validate the effects of influencers extracted by the methodology. Proposed methodology for discovering influencers consists of two-step process. In step one, structural analysis based on the social graph which connects users who are friends each other is performed. Through the degree centrality computation, we choose the influencer candidate subgroup. Next, the second step is activity analysis using user’s activity history. After whole process, we finally obtain a few powerful influencers who can affect more effectively other people than mediocrities. The positive effects of influencers determined from the methodology are confirmed by experiments that disseminate flash games on Facebook. Our research lays the groundwork for searching influencers within online social networking sites. And proposed methodology contributes to competitive strategies in viral marketing.
Advisors
Han, Sang-Ki한상기
Description
한국과학기술원 : 문화기술대학원,
Publisher
한국과학기술원
Issue Date
2009
Identifier
308602/325007  / 020073704
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 문화기술대학원, 2009.2, [ iv, 47 p. ]

Keywords

Discovering Influencers; Online Social Networks; Diffusion of Innovations; Viral Marketing; Facebook Application; 인플루언서 발견; 온라인 소셜네트워크; 혁신 확산; 바이럴 마케팅; 페이스북 어플리케이션; Discovering Influencers; Online Social Networks; Diffusion of Innovations; Viral Marketing; Facebook Application; 인플루언서 발견; 온라인 소셜네트워크; 혁신 확산; 바이럴 마케팅; 페이스북 어플리케이션

URI
http://hdl.handle.net/10203/35079
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=308602&flag=dissertation
Appears in Collection
GCT-Theses_Master(석사논문)
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