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research-article

Achieving and maintaining important roles in social media

Published: 01 May 2020 Publication History

Highlights

The paper deals with a significant problem how the user in social media should behave to obtain or maintain an influential position in the group.
The evolution of user roles in various social media having significantly different characteristics follows similar patterns - in the two portals considered (Huffington Post and Salon24) sets of frequent temporal transitions between roles performed by users overlap significantly.
Users in social media more often maintain roles that they play in groups in time than change these roles. If the role performed by the user in the group changes, it more often results from the decrease in the user’s importance than its growth.
The size of the group affects the percentage of users with an influential role within them, in smaller groups it is easier to get an influential role because of the more direct relationships between all members of such a group.

Abstract

A significant problem common for different domains of applications is an issue of obtaining and keeping an influential position in the respective social media society. In this paper a new approach is proposed based on the analysis of roles of users in groups identified within society. Three different dimensions of user behavior are considered as key elements of these roles: Their activity, influence and cooperativeness/competition. Taking into account measures describing these dimensions, a set of roles characterizing behaviors of users in groups is formulated. We propose an original set of roles with their justification in sociological models, develop an easy extendable model of a social system and conduct experiments to allow us to define patterns describing stability and variability of given roles as well as statistics of transitions in time between these considered roles. To define the roles, we took into account different features of user interactions, both quantitative and qualitative. We propose an integrated approach to the analysis of role changes in the context of group evolution. We consider behavior of users in groups with different sizes and differences between them. We also analyse the stability of individual roles players by users in groups and often occurring transitions between individual roles. The obtained results, interpreted also from the sociological point of view, allow the formulation of general recommendations on which behaviors of users could ensure achieving and maintaining influential roles in social media. The most frequent patterns of transitions between roles are identified and significant similarities between them for two considered blog portals are described. The approaches and methods of analysis presented in the paper may be applied to support decisions leading to obtaining and maintaining influential positions in social media, which may be useful for the promotion of goods and services, leading business or political campaigns.

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    cover image Information Processing and Management: an International Journal
    Information Processing and Management: an International Journal  Volume 57, Issue 3
    May 2020
    607 pages

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    Publication History

    Published: 01 May 2020

    Author Tags

    1. Social roles
    2. Role transitions
    3. Social network dynamics
    4. Social groups
    5. Social network
    6. Social media

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    • (2022)An emotion role mining approach based on multiview ensemble learning in social networksInformation Fusion10.1016/j.inffus.2022.07.01088:C(100-114)Online publication date: 1-Dec-2022

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