社会媒体挖掘英文课件reza zafarani课件smm-slides-ch8.pdfVIP

SOCIAL MEDIA MINING Influence and Homophily Dear instructors/users of these slides: Please feel free to include these slides in your own material, or modify them as you see fit. If you decide to incorporate these slides into your presentations, please include the following note: R. Zafarani, M. A. Abbasi, and H. Liu, Social Media Mining: An Introduction, Cambridge University Press, 2014. Free book and slides at or include a link to the website: SocialSocial MediaMedia MiningMining Influence and Homophily 2 Social Forces • Social Forces connect individuals in different ways • When individuals get connected, we observe distinguishable patterns in their connectivity networks. – Assortativity, also known as social similarity • In networks with assortativity: – Similar nodes are connected to one another more often than dissimilar nodes. • Social networks are assortative – A high similarity between friends is observed – We observe similar beh ior, interests, activities, or shared attributes such as language among friends SocialSocial MediaMedia MiningMining Influence and Homophily 3 Why are connected people similar? Influence • The process by which a user (i.e., influential) affects another user • The influenced user be es more similar to the influential figure. • Example: If most of our friends/family members switch to a cellphone pany, we might switch [i.e., be e influenced] too. Homophily • Similar individuals be ing friends due to their high similarity • Example: Two musicians are more likely to be e friends. Confounding •