Identifying Influential and Susceptible Members of Social Networks
Identifying Influential and Susceptible Members of Social Networks
复制标题
DOI：
10.1126/science.1215842
复制
发表时间：
2012-07-20
期刊：
影响因子：
56.9
通讯作者：
Walker, Dylan
中科院分区：
文献类型：
--
作者：
Aral, Sinan;Walker, Dylan
识别网络中的社会影响对于理解行为是如何传播的至关重要。我们提出了一种方法，该方法使用活体随机实验来识别网络中的影响和敏感度，同时避免了传统的社会传染估计中固有的偏差。对130万名Facebook用户的代表性样本的估计显示，年轻用户比老年用户更容易受到影响，男性比女性更有影响力，女性对男性的影响大于对其他女性的影响，已婚人士在决定采用所提供的产品时最不容易受到影响。影响力和易感性与网络结构的分析表明，有影响力的人比不具影响力的人更不容易受到影响，他们聚集在网络中，而易受影响的人不是，这表明有影响力的人和有影响力的朋友可能有助于这一产品在网络中的传播。
Identifying social influence in networks is critical to understanding how behaviors spread. We present a method that uses in vivo randomized experimentation to identify influence and susceptibility in networks while avoiding the biases inherent in traditional estimates of social contagion. Estimation in a representative sample of 1.3 million Facebook users showed that younger users are more susceptible to influence than older users, men are more influential than women, women influence men more than they influence other women, and married individuals are the least susceptible to influence in the decision to adopt the product offered. Analysis of influence and susceptibility together with network structure revealed that influential individuals are less susceptible to influence than noninfluential individuals and that they cluster in the network while susceptible individuals do not, which suggests that influential people with influential friends may be instrumental in the spread of this product in the network.