A Study on the Formation Mechanism of Dissemination Force in Virtual Social Network from the Angle of Node Centrality
Abstract: This study investigates the formation mechanism of dissemination force and the influence models of nodes’ network centrality in the virtual social network. Combining the Social Network Analysis and Tobit regression, we find that: 1) both a node’s degree centrality and betweenness centrality have a positive impact on its dissemination force; 2) the closeness centrality didn’t. For theory contribution, we have a clever understand of the source of member’ dissemination force and the various influence models of different node centralities in virtual social network. For practice contribution, different kinds of opinion leaders can be distinguished according to different centralities in a more accurate way, so that we can make a more effective use of their dissemination force in network marketing.
文章引用: 孙培翔 , 彭 捷 (2014) 从成员中心性探究虚拟社会网络中成员传播力的形成机制。 财富涌现与流转， 4， 49-55. doi: 10.12677/ETW.2014.44007
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