arXivDaily arXiv每日学术速递 周一至周五更新
arXiv周末暂无论文更新,休息一下吧,周末愉快~~
arXiv 1407.0791cs.SIphysics.soc-ph
收藏

Twitter上的共同关注

Co-Following on Twitter

Venkata Rama Kiran Garimella, Ingmar Weber

摘要:

我们提出了一个深入的研究共同关注Twitter的基础上观察到,两个Twitter用户的追随者有相似的朋友也是相似的,即使他们可能没有任何直接的链接或一个共同的追随者。我们展示了这种观察如何有助于(i)更好地理解Twitter上与语言无关的用户分类,(ii)为计算社会科学带来机会,以及(iii)通过识别交叉销售机会来改善在线营销。我们从一个机器学习问题开始,预测用户在Twitter朋友的两个备选选择中的偏好。我们发现,共同遵循的信息提供了强有力的信号,为不同的分类任务,这些信号持续存在,即使(i)最具歧视性的功能被删除,(ii)只有相对“稀疏”的用户少于152,但超过43 Twitter的朋友被认为是。超越单纯的分类性能优化,我们提出了我们的方法计算社会科学的应用。在这里,我们证实了一些刻板印象,比如乡村歌手肯尼·切斯尼(@kennychesney)在@GOP的追随者中更受欢迎,而Lady Gaga(@ladygaga)则得到了@TheDemocrats追随者的更多支持。在营销领域,我们提供证据表明,名人代言反映在共同遵循,我们展示了我们的方法可以用来揭示苹果和彪马之间的观众相似性,不太明显,耐克和可口可乐之间。关于用户的受欢迎程度,我们发现有一个更“平均”的追随者和有更多的追随者比直接竞争对手之间的统计显着的连接。有趣的是,\emph{larger}的观众似乎也与\emph{less diverse}的观众联系在一起。

英文摘要:

We present an in-depth study of co-following on Twitter based on the observation that two Twitter users whose followers have similar friends are also similar, even though they might not share any direct links or a single mutual follower. We show how this observation contributes to (i) a better understanding of language-agnostic user classification on Twitter, (ii) eliciting opportunities for Computational Social Science, and (iii) improving online marketing by identifying cross-selling opportunities. We start with a machine learning problem of predicting a user's preference among two alternative choices of Twitter friends. We show that co-following information provides strong signals for diverse classification tasks and that these signals persist even when (i) the most discriminative features are removed and (ii) only relatively "sparse" users with fewer than 152 but more than 43 Twitter friends are considered. Going beyond mere classification performance optimization, we present applications of our methodology to Computational Social Science. Here we confirm stereotypes such as that the country singer Kenny Chesney (@kennychesney) is more popular among @GOP followers, whereas Lady Gaga (@ladygaga) enjoys more support from @TheDemocrats followers. In the domain of marketing we give evidence that celebrity endorsement is reflected in co-following and we demonstrate how our methodology can be used to reveal the audience similarities between Apple and Puma and, less obviously, between Nike and Coca-Cola. Concerning a user's popularity we find a statistically significant connection between having a more "average" followership and having more followers than direct rivals. Interestingly, a \emph{larger} audience also seems to be linked to a \emph{less diverse} audience in terms of their co-following.

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

↑