社交媒体环境下用户信任度评估与传播影响力研究

Assessing Trust-Based Users' Influence in Social Media

【目的】通过研究社交媒体用户信任度评估和传播影响力,发现推动或制约信息传播的关键因素,为促进社交媒体健康有序发展提供服务。【方法】根据网络信任特点,提出一种基于直接信任和间接信任的综合评估指标,该指标综合考虑个体的局部影响力和全局调控能力。【结果】SIR模型评估实验结果表明,综合评估指标值最大的个体发起的传播能在较短的传播时间内达到最大的范围。【局限】数据来源不够广泛,可能导致研究偏差。【结论】所构建的综合评估指标能够更为准确地度量网络中每个个体的信任水平。

[Objective] The paper studies the impacts of trust on social media users＇ influence to detect factors affecting information dissemination, which could benefit the development of social media. [Methods] We proposed a comprehensive evaluation index based on the direct and indirect trust, as well as the local and global influence of each individual user of social media. [Results] Simulations based on SIR model showed that original message from individuals with the highest comprehensive index value could reach the largest number of users. [Limitations] The collected data was not comprehensive, which might yield biased results. [Conclusions] The proposed index could effectively measure the trust level of each individual in social media.