Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Information Systems and e-Business Management
Published in: Information Systems and e-Business Management 4/2013

01-12-2013 | Original Article

Simulating the spread of opinions in online social networks when targeting opinion leaders

Authors: Carolin Kaiser, Johannes Kröckel, Freimut Bodendorf

Published in: Information Systems and e-Business Management | Issue 4/2013

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

An increasing number of people are joining online social networks. By interacting with each other, network members influence one another’s opinion. These influencing effects can be utilized by marketing. A wave of influence can be triggered by addressing only a few opinion leaders in the network. Targeting the right opinion leaders is a big challenge. This paper presents a new approach which simulates the spread of opinions when influencing certain opinion leaders. In contrast to other approaches, the influencing effects are not assumed but revealed by real data. The principles of opinion formation are detected by ant mining algorithms before they are applied to simulate the spread of opinions. The approach is applied to an online gaming community and provides valuable insights for marketing.
previous article Using statistics, visualization and data mining for monitoring the quality of meta-data in web portals

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
Footnotes
1
WEKA can be downloaded from the website: http://​www.​cs.​waikato.​ac.​nz/​ml/​weka/​.
 
2
The Java Universal Network/Graph Framework can be downloaded from http://​jung.​sourceforge.​net/​.
 
3
The GUI Ant-Miner Tool can be downloaded from http://​sourceforge.​net/​projects/​guiantminer/​.
 
Literature
Agrawal R et al (2003) Mining newsgroups using networks arising from social behavior. In: Proceedings of the 12th international conference on World Wide Web. New York, pp 529–535
Backstrom L, Huttenlocher D, Kleinberg J, Lan X (2006) Group formation in large social networks: membership, growth, and evolution. In: Proceedings of the 12th ACM SIGKDD international conferences on knowledge discovery and data mining, Philadelphia
Bass F (1969) A new product growth model for consumer durables. Manage Sci 15:215–227CrossRef
Blum C, Li X (2008) Swarm intelligence in optimization. In: Blum C, Merkle D (eds) Swarm intelligence—introduction and applications. Springer, Berlin, pp 43–86CrossRef
Bodendorf F, Kaiser C (2009) Detecting opinion leaders and trends in online social networks. In: Proceedings of the 2nd workshop on social web search and mining, Hong Kong
Bromley DB (2000) Psychological aspects of corporate identity, image and reputation. Corp Reput Rev 3(3):240–252CrossRef
Brown J, Reinegen P (1987) Social ties and word-of-mouth referral behavior. J Consum Res 14(3):350–362CrossRef
Brüne G (1989) Meinungsführerschaft im Konsumgütermarketing [opinion leadership in consumer marketing]. Physica-Verlag, HeidelbergCrossRef
Carnes T, Nagarajan C, Wild SM, van Zuylen A (2007) Maximizing influence in a competitive social network: a follower’s perspective. In: Proceedings of the 9th international conference on electronic commerce, Minneapolis
Cha M, Mislove A, Grummadi KP (2009) A measurement-driven analysis of information propagation in the flickr social network. In: Proceedings of the 18th international conference on World Wide Web
Chang C-L, Chen D-Y, Chuang T-R (2002) Browsing newsgroups with a social network analyzer. In: Proceedings of the international conference on information visualization. IEEE Computer Society, Los Alamitos
Chen W, Wang Y, Yang S (2009) Efficient influence maximization in social networks. In: Proceedings of the 15th ACM SIGKDD conference on knowledge discovery and data mining, Paris
Cialdini RB, Goldstein NJ (2004) Social influence: compliance and conformity. Annu Rev Psychol 55:591–621CrossRef
Coombs WT (2007) Protecting Organization reputations during a crisis: the development and application of situational crisis communication theory. Corp Reput Rev 10:163–176CrossRef
Cortes C, Vapnik V (1995) Support vector networks. Mach Learn 20:273–297
Dave K, Lawrence S, Pennock DM (2003) Mining the peanut gallery: opinion extraction and semantic classification of product reviews. In: Proceedings of the 12th international conference on World Wide Web. ACM Press, Budapest, pp 519–528
Deutsch M, Gerhard HB (1955) A study of normative and informative social influences upon individual judgment. J Abnorm Soc Psychol 51:629–636CrossRef
Domingos P, Pazzani MJ (1997) On the optimality of the simple Bayesian classifier under zero-one loss. Mach Learn 29(2–3):103–130CrossRef
Domingos P, Richardson M (2001) Mining the network value of customers. In: Proceedings of the 7th ACM SIGKDD international conference on knowledge discovery and data mining. ACM, New York, pp 57–66
Fan T-K, Chang C-H (2010) Sentiment-oriented contextual advertising. Knowl Inf Syst 23(3):321–344CrossRef
Feldman S (1966) Motivational aspects of attitudinal elements and their place in cognitive interaction. In: Feldman S (ed) Cognitive consistency. Academic Press, New York
Felser G (2007) „Werbe- und Konsumentenpsychologie“ [psychology of advertisment and consumption], 3rd edn. Spektrum Akademischer Verlag, Berlin
Feng S, Wang D, Yu G, Gao W, Wong K-F (2011) Extracting common emotions from blogs based on fine-grained sentiment clustering. Knowl Inf Syst 27(2):281–302CrossRef
Fredkin NE, Johnson EC (1999) Social influence networks and opinion change. Adv Group Process 16:1–29
Gefen D, Karahanna E, Straub DW (2003) Trust and TAM in online shopping: an integrated model. MIS Q 27(1):51–90
Gladwell M (2000) The tipping point. Little Brown and Company, London
Glance M et al (2005) Deriving marketing intelligence from online discussion. In: Proceedings of the 11th ACM SIGKDD international conference on knowledge discovery in data mining. Chicago, pp 419–428
Goldenberg J, Libai B, Muller E (2001) Talk of the network: a complex systems look at the underlying process of word-of-mouth. Mark Lett 12(3):211–223CrossRef
Goldstone RL, Janssen M (2005) Computational models of collective behavior. Trends Cogn Sci 9:424–429CrossRef
Goldstone RL, Jones A, Roberts ME (2006) Group path formation. IEEE Trans Syst Man Cybern 36:611–620CrossRef
Granovetter MS (1978) Threshold models of collective behavior. Am J Sociol 83:1420–1443CrossRef
Gruhl D, Guha R, Liben-Nowell D, Tomkins A (2004) Information diffusion through Blogspace. In: Proceedings of the 13th international conference on World Wide Web, New York
Hartline J, Mirrokni VS, Sundararajan M (2008) Optimal marketing strategies over social networks. In: Proceedings of the 17th international conference on World Wide Web, Beijing
Hauser JR, Urban GL, Weinberg BD (1993) How consumers allocate their time when searching for information. J Mark Res 30:452–466CrossRef
Herr PM, Kardes FR (1991) Kim J Effects of word-of-mouth and product-attribute information on persuasion: an accessibility-diagnosticity perspective. J Consum Res 17:454–462CrossRef
Hill S, Provost F, Volinsky C (2006) Network-based marketing: identifying likely adopters via consumer networks. Stat Sci 21(2):256–276CrossRef
Kaiser C, Bodendorf F (2012) Mining consumer dialog in online forums. Int Res 22(3):275–297
Kaiser C, Kröckel J, Bodendorf F (2010) Ant-based simulation of opinion spreading in online social networks. In: Proceedings of the 2010 IEEE/WIC/ACM international joint conference on web intelligence and intelligent agent technologies, Toronto
Kaiser C, Kröckel J, Bodendorf F (2011) Analyzing opinion formation in online social networks—mining services for online market research. In: Proceedings of the SRII global conference, San Jose, pp 384–391
Kalynam K, Mcintyre S, Masonis JT (2007) Adaptive experimentation in interactive marketing, the case of viral marketing at Plaxo. J Interact Mark 21(3):72–85
Kanouse DE, Hanson LR (1972) Negativity in evaluations. In: Jones EE et al (eds) Attribution: perceiving the causes of behavior. General Learning Press, Morristown
Kao A, Poteet S (2007) Overview. In: Kao A, Poteet SR (eds) Natural language processing and text mining. Springer, London, pp 1–7CrossRef
Katz E, Lazarsfeld PF (1955) Personal influence, the part played by people in the flow of mass communication. Free Press, Glencoe
Keller EB, Berry J (2003) The influentials. Free Press, New York
Kelley HH (1952) The two functions of reference groups. In: Swanson GE, Newcomb TM, Hartley EL (eds) Readings in social psychology. Holt, New York, pp 410–414
Kempe D, Kleinberg J, Tardos E (2003) Maximizing the spread of influence in a social network. In: Proceedings of the ACM SIGKDD international conference on knowledge discovery and data mining
Kohavi R (1995) The power of decision tables. In: Proceedings of the 8th European conference on machine learning, pp 174–189
Kroeber-Riel W, Weinberg P (2009) „Konsumentenverhalten“ [consumer behavior], 9th edn. Verlag Vahlen, München
Leskovec J, Adamic LA, Huberman BA (2006) The dynamics of viral marketing. In: Proceedings of the ACM conference on electronic commerce, Ann Arbor
Li H, Bhowmick SS, Sun A (2009) Blog cascade affinity: analysis and prediction. In: Proceedings of the 18th ACM conferences information and knowledge management, Hong Kong
Li YM, Lai CY, Chen CW (2009) Identifying bloggers with marketing influence in the blogosphere. In: Proceedings of the 11th international conference on electronic commerce, Taipei
Liu B, Hu M, Cheng J (2005) opinion observer: analyzing and comparing opinions on the web. In: Proceedings of the 14th international conference on World Wide Web. ACM, New York, pp 342–351
Ma H, Yang H, Lyu MR, King I (2008) Mining social networks using heat diffusion processes for marketing candidates selection. In: Proceedings of the 17th ACM conference information and knowledge management, Napa Valley
McKnight DH, Choudhury V, Kacmar C (2002) Developing and validating trust measures for e-commerce: an integrative typology. Inform Syst Res 13(3):334–359CrossRef
Pang P, Lee L, Vaithyanathan S (2002) Thumbs up? Sentiment classification using machine learning techniques. In: Proceedings of the conference on empirical methods in natural language processing, ACM, pp 79–86
Park C, Lee TM (2009) Information direction, website reputation and eWOM effect: a moderating role of product type. J Bus Res 62(1):61–67CrossRef
Parpinelli R, Lopes H, Freitas A (2002) Data mining with an ant colony optimization algorithm. IEEE Trans Evol Comput 6(4):321–332CrossRef
Popescu AM, Etzioni O (2007) Extracting product features and opinions from reviews. In: Kao A, Poteet SR (eds) Natural language processing and text mining. Springer, London, pp 9–28CrossRef
Quinlan JR (1993) C4.5: programs for machine learning. Morgan Kaufmann, San Mateo
Richardson M, Domingos P (2002) Mining knowledge-sharing sites for viral marketing. In: ACM SIGKDD international conference on knowledge discovery and data mining
Rogers EM (1995) Diffusion of innovations, 4th edn. Free Press, New York
Schelling TC (1971) Dynamic models of segregation. J Math Sociol 1:143–186CrossRef
Scott JP (2000) Social network analysis: a handbook, 2nd edn. Sage Publications, Thousand Oaks
Sen S, Lerman D (2007) Why are you telling me this? An examination into negative consumer reviews on the web. J Interact Mark 21(4):76–94CrossRef
Technical Assistance Research Programs (1981) Measuring the grapevine—consumer response and word-of-mouth. Washington, DC
Tucker L, Melewar T (2005) Corporate reputation and crisis management: the threat and manageability of anti-corporatism. Corp Reput Rev 7(4):377–387CrossRef
Valente TW (1999) Network models of the diffusion of innovations. Hampton Press, Cresskill
Wassermann S, Faust K (1999) Social network analysis—methods and applications. Cambridge University Press, Cambridge
Weiss SM et al (2005) Text mining—predictive methods for analyzing unstructured information. Springer, NY
Yang Y, Liu X (1999) A re-examination of text categorization methods. In: Proceedings of the 22nd annual international ACM SIGIR conference on research and development in information retrieval, Berkeley, pp 42–49
Metadata
Title
Simulating the spread of opinions in online social networks when targeting opinion leaders
Authors
Carolin Kaiser
Johannes Kröckel
Freimut Bodendorf
Publication date
01-12-2013
Publisher
Springer Berlin Heidelberg
Published in
Information Systems and e-Business Management / Issue 4/2013
Print ISSN: 1617-9846
Electronic ISSN: 1617-9854
DOI
https://doi.org/10.1007/s10257-012-0210-z

Other articles of this Issue 4/2013

Information Systems and e-Business Management 4/2013 Go to the issue

Original Article

Using statistics, visualization and data mining for monitoring the quality of meta-data in web portals

Original Article

More applicable environmental scanning systems leveraging “modern” information systems

Original Article

A mechanism for supporting collective innovation: the open contract-based challenge

Original Article

Sociomaterial actors in the assimilation gap: a case study of web service, management and IT-assimilation

Premium Partner

    Image Credits