Social network sites: What users post and to whom they address. Some approaches to the study

Elena Kotyrlo ()

Applied Econometrics, 2017, vol. 47, 74-99

Abstract: Study of users and their segmentation, based on users’ preferred topics of discussion and their networking, is the unique opportunity offered by social networks. Variety of approaches to social media analysis based on social network analysis and text mining is summarized in the paper. It is extended by concentration index application and visualizing of the results of social network analysis. The study of a model set exhibits that: 1) users can be successfully segmented on the base of their most mentioned topics, which is useful for a product placement and other commercial purposes; 2) distribution of number of posts by authors is highly uneven regardless to the topic of discussion; 3) users connected on-line typically live in the same geographical area; 4) users’ number of posts and centrality indices are correlated.

Keywords: text mining; social network analysis; social network sites; regression analysis; Gini coefficient. (search for similar items in EconPapers)
JEL-codes: C18 M39 (search for similar items in EconPapers)
Date: 2017
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