國立高雄大學圖資館 |

以社會網絡分析與探勘技術於微網誌發掘關鍵人物之研究 = Indentifying Key Users from Microblogs by Using Social Networks Analysis and Mining Techniques

Record Type:	Language materials, printed : monographic
Paralel Title:	Indentifying Key Users from Microblogs by Using Social Networks Analysis and Mining Techniques
Author:	張佩珊,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2012[民101]
Description:	96面圖，表格 : 30公分;
Subject:	微網誌
Subject:	Microblogs
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/50759717333543807479
Notes:	參考書目：面70-73
Notes:	103年12月16日公開
Summary:	近年來隨著線上社群網站的蓬勃發展，並搭配web2.0的概念，人與人互動的管道有了爆發性的成長，許多不同種類的服務也逐漸興起。如最近興起的微網誌(Microblogs)主要提供使用者專注於傳遞訊息與即時互動的平台，如Twitter、Jaiku、Digu與Plurk。而其簡單的張貼方式與即時互動的特性，聚集相當多的人潮，也使其成為行銷市場上的新寵兒。因此如何有效的協助企業瞭解不同平台的特性將可以預先進行市場的區隔，以達到目標行銷的目的，加強行銷的準確率與效率則是企業關注的議題。而相關研究指出由一群關鍵的使用者來協助企業實施行銷策略將可使其利益獲得最大化。因此，本研究則利用社會網絡分析來瞭解微網誌的特性，進一步以PageRank為基礎結合社會網絡分析以發掘使用者網絡中的關鍵人物，以協助企業強化其行銷策略的影響程度與產品銷售額。此外，並以使用者真正互動的社會網絡為基礎，建立使用者於不同種類互動訊息中的來建立使用者互動網絡，以發掘出不同種類之關鍵人物清單。本研究於微網誌平台透過社會網絡分析與探勘技術來建立發掘關鍵人物之機制，透過問卷蒐集使用者實際認知的關鍵人物清單來與本研究之關鍵人物發掘機制進行驗證。驗證結果顯示，實際為關鍵人物的使用者，有80%的關鍵人物可透過本方法正確的判斷，此外，在各類別關鍵人物發掘，在發掘關鍵人物的表現則是優於傳統社會網絡特徵指標。因此透過結果可顯示出本研究關鍵人物發掘機制，於使用者真實互動網絡能有效發掘出各種類別之關鍵人物。 With the rapid growth of Internet and social networking websites, there are various services that provided in these platforms. For instance, Facebook focuses on social activities, Twitter and Plurk both focus on the interaction of users through short messages (which are so-called microblogs). Therefore, there are more than millions of users registered in these websites and the websites have becoming places where full of marketing possibilities. Thus, it is an important issue to assist companies to understand the users in the social networking websites in order to enhance the accuracy and efficiency of target marketing.Besides, some studies have pointed out that by using a group of key users to help companies to implement the marketing strategy it will make the biggest profit. Therefore, in this research, we are using social networking analysis to help companies to understand the users of websites and indentifying keyusers based on PageRank and combined with social networking analysis, for helping companies can improve the product sales and the influence range. Moreover, the method is using user’s actual interactions in order to indentify the keyusers in different interaction networks.In this research, we proposed a method based on social networking analysis and mining techniques to indentify the keyusers. We conduct a survey to get the keyusers who are recognized by the microblog’s users and using this list to make evaluation with our proposed method.According to the empirical evaluation results, it shows that our method can indentify 80% of keyusers. Besides, it also can indentify more keyusers than other traditional social network measurements, such as closeness and betweeness. Therefore, it can means that our method can improve the keyusers identification in different kinds of interaction networks.

以社會網絡分析與探勘技術於微網誌發掘關鍵人物之研究 = Indentifying Key Users from Microblogs by Using Social Networks Analysis and Mining Techniques
張, 佩珊

以社會網絡分析與探勘技術於微網誌發掘關鍵人物之研究 = Indentifying Key Users from Microblogs by Using Social Networks Analysis and Mining Techniques / 張佩珊撰 - [高雄市] : 撰者, 2012[民101]. - 96面 ; 圖，表格 ; 30公分.
參考書目：面70-73103年12月16日公開.
微網誌Microblogs

以社會網絡分析與探勘技術於微網誌發掘關鍵人物之研究 = Indentifying Key Users from Microblogs by Using Social Networks Analysis and Mining Techniques
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