School of Management, Hefei University of Technology, Hefei 230009, China Key Laboratory of Process Optimization and Intelligent Decision-making, Ministry of Education, Hefei University of Technology, Hefei 230009, China
[Objective] This paper aims to identify the influential users in social network systems, which could help us maximize the online advertising effects. [Methods] First, we constructed the basic graphs to describe relationship among the social network system users from the perspective of social capital measurement. Second, we built the influence measurement model based on the newly constructed graphs. Finally, we identified the influential users by calculating the probabilities of users’ random browsing behaviors. [Results] The proposed method could identify users with big online influence. They were more capable of affecting others in related fields than the influential users listed by the Sina Weibo. [Limitations] The proposed method did not evaluate the impacts of user-generated contents in social network systems while measuring the users’ influence. [Conclusions] The proposed method could help business owners identify influential users in the social network system to improve the effectiveness of online advertisements.
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