影响者有影响力吗？--分析在线多人游戏中玩家的活动
Do Influencers Influence? -- Analyzing Players' Activity in an Online Multiplayer Game
摘要：
在社交和网络媒体中，影响者传统上被理解为高度可见的个人。最近的研究结果表明，人们很可能会模仿影响者的行为，这可以在营销策略等方面加以利用。同样在游戏用户研究领域，研究玩家社交网络的兴趣已经出现，因为在游戏营销活动中严重依赖在线影响者，以及保持玩家参与。尽管这些人具有内在价值，但仍然很难确定影响者，因为影响者的定义是一个有争议的话题。因此，我们如何识别影响者，他们是否确实是影响他人行为的人？在这项工作中，我们专注于保留的影响，以验证是否中心球员影响其他人在游戏中的持久性。我们确定了社交网络中的核心玩家，这些玩家是从在线射击游戏Destiny中的竞争性玩家对玩家（PvP）多人（Crucible）比赛中建立的。然后，我们计算每个玩家的影响力分数，评估两个相连的个体之间随着时间的推移相似性的增加。在这篇论文中，我们能够展示出第一个迹象，即影响者的传统指标不一定适用于游戏。相反，我们发现核心玩家群体与有影响力的玩家群体不同，后者被定义为具有最高影响力得分的个体。然后，我们对这两个群体进行分析。
英文摘要：
In social and online media, influencers have traditionally been understood as highly visible individuals. Recent outcomes suggest that people are likely to mimic influencers' behavior, which can be exploited, for instance, in marketing strategies. Also in the Games User Research field, the interest in studying player social networks has emerged due to the heavy reliance on online influencers in marketing campaigns for games, as well as in keeping players engaged. Despite the inherent value of those individuals, it is still difficult to identify influencers, as the definition of influencers is a debated topic. Thus, how can we identify influencers, and are they indeed the individuals impacting others' behavior? In this work, we focus on influence in retention to verify whether central players impacted others' permanence in the game. We identified the central players in the social network built from the competitive player-vs-player (PvP) multiplayer (Crucible) matches in the online shooter Destiny. Then, we computed influence scores for each player evaluating the increase in similarity over time between two connected individuals. In this paper, we were able to show the first indications that the traditional metrics for influencers do not necessarily apply for games. On the contrary, we found that the group of central players was distinct from the group of influential players, defined as the individuals with the highest influence scores. Then, we provide an analysis of the two groups.
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。
