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Information Systems and e-Business Management
Erschienen 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

verfasst von: Carolin Kaiser, Johannes Kröckel, Freimut Bodendorf

Erschienen in: Information Systems and e-Business Management | Ausgabe 4/2013

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

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Fußnoten
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/​.
 
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Metadaten
Titel
Simulating the spread of opinions in online social networks when targeting opinion leaders
verfasst von
Carolin Kaiser
Johannes Kröckel
Freimut Bodendorf
Publikationsdatum
01.12.2013
Verlag
Springer Berlin Heidelberg
Erschienen in
Information Systems and e-Business Management / Ausgabe 4/2013
Print ISSN: 1617-9846
Elektronische ISSN: 1617-9854
DOI
https://doi.org/10.1007/s10257-012-0210-z

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