st ‘ Vol, 37 No. 4 aol 4 CHINESE JOURNAL OF COMPUTERS Apr, 2014 TPs DOL 10, 8724/SP., J, 1016, 2014, 00791 Social Influence Analysis for Micro-Blog User Based on User Behavior MAO Jiw-Xin LIU Yi-Qun ZHANG Min MA Shao-Ping. (State Key Laboratory of Intelligent Technology & Systems Tsinshua University+ Beit 100081) (CPainghua National Laboratory far Information Science and Technology» Tsinghna University» Beijing 00081) (Department of Cam puter Science and Techwology Tinghna University» Beijing 100084) Abstract Recently, social influence analysis is an emerging topic in the research area of online social networks, As micro-blog becomes a mass media of vital importan measurements of the micro-blogging users” social influence are Paid more and more attention, Based on a large scale dataset collected from weibo, com, the relationship between user behavior factors are analyzed together with the diffusion of social influence on micro-blogging environment, A learning-based method is then proposed for analyzing and measuring us predicting users’ capability of propagating information, Both information extracted from social network structures and user behavior factors are combined in the method to gain a better estimation, Experimental results based on the large scale data set show effectiveness of the proposed method, + better analysis and #8” social influence via Keywords user behavior analysis; social network; social influence, information diffusion, social computing (Social Network) 1 (Social Influence) . a . 2m13-06- 2nieores C2ai1Aan1A2ns), coworsan) boots E-mails maciisxinG@mal com,. . . — Gyww. weibo, com) 1a + 16 . 4 : CNNIC 2018 1 5 2012 ao. a 547% 2 : 1 2008, Kempe : - influence Maximi , zation : NP ‘ 10 Goyal » ‘ » : Flickr M0 Twitter Twitter2010 Cha . 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The strength of stron tess ‘The importance of Philos in orsonizations//Nobria Ns Eesles RG ede Networks and Organizations: Sisustunes Foome and Action Boston; Harvard Business School Pres 1992, 216-239 [AD Bore s The socal structure of sompetiton//Nobria Ny Eccles RG eds, Networks and Organizations, Siruoture, Form, and Action, Uoston, Harvard Business School Press, Wen HserShu Lim Be-Pen an Jing He Qh Totter Find topicsensitive inflata twiteres/ Proceeding of the ded ACM International Conference on Web Seatch and Data Mining, New York, USA, 2010, 261-270 [5], Pal A, Counts S Lentfying topical authorities ia microblogs| Proceedings of the th ACM International Conference on Web Search and Mining, Hong Kong, China, 2001 [7] ENNIC. The 01h statiatical report om Internet development in Chinas 20134in Chinese) hp soe. cic. c/way hla wb, 172600389880112. pdf, 2013) [8]. Kale Hy Lee €. Park Hy Moon S. What withers MAO Jia-Xin, born in 1991, Ph.D, ‘candidate, His resenteh interest is social network analysis, LIU Yi-Qun. bor in 1951, Ph.D, «associate professor, His reseatch interest is information retrieval Background Socal influence occurs when one*s emotions, opinions or behaviors are affected by others, ‘The diffusing mechanism and effects of social influence have been studied in sociology for slong time, From the middle of last century, a series of theories, which aim 10 analyze and describe the social influence phenomenon in social networks, were proposed by sociologists, Theit work served ax a theoretical foundation of this research ates However, the social relations and the social influence are cunually hard to observe in teal world, and the forms of social influence are varied and complex, So the empirical study of the social influence phenomenon had been limited, And this nina Academic Journal Electronic Publishing Hou social network oF a news media //Proccedings of the 19th International Conference on World Wide Web, Kaleigy USA, [9]. Kempe Ds Kleinhers J+ Tardos B Maximising the spread of influence throush 1 socal network/ Proceedings of the ih ACM SIGKDD International Conference on Knowledge Discovery end Data USA, 2003 [10], Goyal A, Bonehi By Lalabmanan LV S. Learning influence Drobsbities in socal network / Proceedings of the Srd ACM Iniesnational Conference on Web Search and Dats Mining New Yorks USAs 2010 211-250 my (Cha My Haddad H, Heneveno F. Gummadi KP Measring tusce influence ia Twitter, The millon follower fallacy International AAAI Conference on Weblogs and Socal Media CIEWSM), 2010, 10, 10-17 [12], Makaby B, Hofman JM, Mason W A, Watts D J. Bversone’s on influcncers Quantifying nflucnee om Twitter//Procedings ofthe 4th, ACM Intemational Conference on Webs Search snd [18] Myers JL, Wall A B, Resatth Design and Stato! Analy 2d Eon, Now Jey USA, Lawtence Flbsum Ansociates Publishers, 2005 ZHANG Min, born in 1977, Ph, D,, associate professor, Her research interests include machine learning and information retrieval, MA Shao-Ping, bore in 1961, Ph, D,. professor, Ph.D, His research in supervisor, rests include knowledge cengincering, information retrieval, Chinese character ‘recognition and post processing, and digitization of Chinese ancient books, situation was changed recently, ax the emergence and fast- growing of the online socal works, For providing « large number of active users, fairly unified interface for users 10 , and a complete log of users” setions and rela tions, the Online social websites become ideal laboratories for the study of social influence, At the same time, a better understanding of this phenomenon and & calibration of the measurement of users? social influence will improve the applications like user recommendation, finding expert users, spam detections, vital marketing and content ranking, So the analyzing and measuring social influence, vis mining the data produced by online socal sites, become » research hotspot in All rights reserved. http:800 aol these days Compared to other online social networks, microblogging service has 1wo major differences, one-way following rela tions end an extremely unified and simplified user interface that a user usually ean only post OF re-post a 140-charaeter “microrblog”, beside reading the posts from others, These WO traits make microblogging sites more similar to socialized media, but not t0 4 standard social networks, So the authors tried to use the capabilities of diffusing informs mance OF status in network structures, as a “This idea tion, not the impo more accurate indicator of users” socal influence differs our work from most of the existing research on this topic nina Academic Journal Electronic Publishing Hou Following it the authors collested a large seule dataset from weibo, com, After carefully analyzing the data, they incorporated some user behavioral factors, including the access time of the website, the user preference of browsing and reposting, with the social nework structures 10 build a better model that can predict the average re-posted times of « single And finally, they verified the effee- tiveness of our model by comparing it with oxber methods post of s specified user, ‘Their work shows the value of user behavioral factors for measuring social influence in micto-blogging environm and sheds light 0 future works, in which they may explore a richer behavioral log of users or take the content of post into All rights reserved. http: