Perna Diego, Interdonato Roberto, Tagarelli Andrea. 2019. Are you an influencer, or a lurker? Why not both! Understanding alternate, opposite behaviors in complex social network systems. ACM SIGWEB Newsletter:3, 8 p.
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Résumé : Nowadays, the massive and horizontal diffusion of online social networks (OSNs) allows users to uncover different aspects about themselves through the use of multiple online platforms. In this respect, linking the accounts related to the same individual enables a more complete and thorough analysis of online behaviors. Indeed, the complexity of scenarios concerning the analysis of linked accounts across multiple platforms raises an emergence for developing effective models and methods to understand the characteristics and dynamics of multiple, interconnected types of user relations. In this context, we leverage the importance of studying the dichotomy between information-producers (contributors) and information-consumers (lurkers), and their interplay over a multilayer network, in order to effectively analyze the different roles a user may take on different OSNs. In particular, here we discuss a solution to the problem of identifying and characterizing opposite behaviors that users may alternately exhibit over the various layers of a complex social network system. We also recognize a number of application domains and tasks that can benefit from using the method discussed, including user engagement, information filtering and propagation for advertising, and targeted marketing campaigns.
Mots-clés Agrovoc : réseaux sociaux, médias sociaux, diffusion de l'information, comportement humain, comportement social, internet
Mots-clés libres : Analyse de réseaux sociaux, Lurking behavior analysis
Classification Agris : U70 - Sciences humaines et sociales
C30 - Documentation et information
U10 - Informatique, mathématiques et statistiques
Champ stratégique Cirad : CTS 7 (2019-) - Hors champs stratégiques
Auteurs et affiliations
- Perna Diego, University of Calabria (ITA)
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Interdonato Roberto, CIRAD-ES-UMR TETIS (FRA)
ORCID: 0000-0002-0536-6277
- Tagarelli Andrea, University of Calabria (ITA)
Source : Cirad-Agritrop (https://agritrop.cirad.fr/597784/)
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