CN107491550A - Microblog users influence power measure based on fractal dimension model - Google Patents

Microblog users influence power measure based on fractal dimension model Download PDF

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CN107491550A
CN107491550A CN201710763629.5A CN201710763629A CN107491550A CN 107491550 A CN107491550 A CN 107491550A CN 201710763629 A CN201710763629 A CN 201710763629A CN 107491550 A CN107491550 A CN 107491550A
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何建民
孙婷婷
喻彩云
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Hefei University of Technology
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Abstract

The invention discloses a kind of microblog users influence power FRACTAL DIMENSION measure based on social capital theories, including：1st, n name microblog users are chosen；2nd, microblog users degree of influence figureofmerit set is built；4th, index set data set is standardized；4th, to the achievement data collection decorrelation after standardization；5th, microblog users influence power FRACTAL DIMENSION measurement model is built.The present invention can solve the influence power metric question of microblog users, and method foundation is provided so as to select the microblog users implementation internet marketing strategy with suitable influence power for enterprise.

Description

Microblog users influence power measure based on fractal dimension model
Technical field
It is specifically a kind of based on social capital theories the present invention relates to enterprise implement internet marketing strategy field Microblog users influence power FRACTAL DIMENSION measure.
Background technology
Microblog users influence power is the valuable source that enterprise carries out socialization marketing, can be helped using microblog users influence power Help enterprise to select advertisement mouthpiece, maintain marketing of client's realization to product and brand.But in real world, due to user Had differences in the features such as social popularity, working experience, professional skill and charisma so that it obtains powder by microblogging Silk so it is had an impact effect ability it is different.Therefore microblog users influence power how is measured to market as socialization Performance maximizes the problem in science in research field, hot issue in Intranet marketing management, social network analysis Major issue.
User's individual influence power measurement Study on Problems achievement major domain is divided into three aspects, is respectively：Physics visual angle Under network topology structure angle；Influence power propagates maximized dissemination angle；Behaviouristics angle.Network topology structure angle The degree for thinking social networks is the important indicator of node metric influence power, and bean vermicelli quantity is more, and node is more in social networks Center, its influence power are bigger；Dissemination angle thinks that influence power is divided into direct influence and indirect influence, by step by step Iterate to calculate the size of final influence power；The behavior decision user of user is thought in research in terms of individual behavior to user force Influence power, the influence powers such as reply, forwarding, reading, comment are corresponded to respectively.In summary, at present in terms of individual influence power evaluation Ununified understanding, scholar attempt to attempt from various aspects such as network structure, social interaction, personal attribute, propagation effects More comprehensively define, measure user force.But the studies above be from it is unilateral it is single in terms of go to consider customer impact Power, or summarize even if considering more comprehensive user force, used measure perfect can not solve with theory Release microblog users influence power.
The content of the invention
In place of the present invention is in order to solve above-mentioned the shortcomings of the prior art, there is provided a kind of microblogging based on fractal dimension model User force measure, to solve the influence power metric question of microblog users, so as to be selected for enterprise with suitable The microblog users of influence power, method foundation is provided to implement internet marketing strategy.
To reach above-mentioned purpose, the present invention adopts the following technical scheme that：
A kind of the characteristics of microblog users influence power measure based on fractal dimension model of the present invention is in accordance with the following steps Carry out：
Step 1, choose n microblog users u={ u1,u2... ui,...un, uiRepresent i-th of microblog users, i=1, 2 ..., n；
I-th step 2, structure of microblog users uiDegree of influence figureofmerit set, be designated as Wherein,Represent i-th of microblog users uiM kind index sets, m=1,2 ..., M；The index set includes：Prestige is tieed up Index set, Discourse Power dimension index set and interaction value index collection are spent, and is had： Represent i-th of microblog users uiM kind index sets under k-th of sub- desired value；K=1,2 ..., km, KmRepresent that m kinds refer to Sub- index total number under mark set；
Utilize i-th of microblog users uiAll sub- desired values characterize i-th of microblog users uiDegree of influence figureofmerit Set, is designated as Represent i-th of microblog users uiR-th of sub- desired value, r=1,2 ..., R, R represent the sum of all sub- desired values；
Step 3, using formula (1) to i-th of microblog users uiR-th of sub- desired valueIt is standardized, is marked I-th of microblog users u after standardizationiR-th of sub- desired valueSo as to i-th of microblog users u after being standardizediR Individual sub- desired valueAnd then obtain R sub- desired values of n microblog users
Y={ Y1,Y2,…,Yi,…Yn}T：
In formula (1),Represent the average value of r-th of sub- desired value of n microblog users, srN microblog users of expression The standard deviation of r-th of sub- desired value；
The covariance matrix B of step 4, the individual sub- desired value Y of the R of n microblog users of calculatingR×R, then calculate covariance matrix BR×RCharacteristic vector a1,a2,...anAs transformation matrix A={ a1,a2,...,an, it is micro- so as to obtain the n after decorrelation The R sub- desired value Z={ Z of rich user1,Z2,...Zi,...Zn}T=AY；ZiRepresent i-th of microblog users after decorrelation uiR sub- desired values；
Step 5, the FRACTAL DIMENSION measurement model for constructing microblog users influence power；
Step 5.1, by i-th of microblog users u after the decorrelationiR sub- desired value ZiIt is considered as in n-dimensional space Each coordinate points；Defining the distance between any two coordinate points in n-dimensional space isAnd p ≠ q；By The distance between all coordinate points form distance setAnd makeFor the distance set GiIn distance it is maximum Value；
Step 5.2, definition cycle-index are t, and initialize t=1；
Step 5.3, the radius of the initial the t times circulation of definition are rt, and initialize rt＞ 0；Definition step-length is Δ r；
Step 5.4, the radius r for making the t+1 times circulationt+1=rt+Δr；
Step 5.5, using formula (2) obtain the t+1 times circulation in, the distance set GiMiddle distance value is r in radiust +1Ball in number and distance set GiIn all distance values ratio Ci(rt+1)：
In formula (2),Heaviside functions are represented, and are had：
Step 5.6, ln (r are calculated respectivelyt+1) and lnCi(rt+1) and save as two-dimentional point set；
Step 5.7, judgeWhether set up, if so, then represent distance set GiIn all distance values exist In ball, otherwise, t+1 is made to be assigned to t, return to step 5.4；
Step 5.8, the two-dimentional point set of all preservations is made scatter diagram, according to the scatter diagram, utilizes least square method It is fitted, obtained slope i.e. i-th of microblog users uiFractal dimensionsi；With the Fractal dimensionsiCharacterize i-th of microblog users uiInfluence power.
Compared with prior art, beneficial effects of the present invention are embodied in：
1st, the present invention is by constructing reputation prestige dimension, Discourse Power dimension and interaction value three dimensionality user force number According to collection, fully reflect user's microblogging influence power and formed, shown and transmittance process, avoid that conventional method is single to consider physics knot The defects of structure or user behavior, utilize fractal theory, the FRACTAL DIMENSION measurement model of structure microblog users influence power, by right The solution and calculating of model, a set of microblog users influence power FRACTAL DIMENSION measure is formed, select suitable user for enterprise and enter Row socialization marketing provides support.
2nd, the microblog users influence power FRACTAL DIMENSION measure that the present invention creates, perfection have agreed with microblog users influence power Complexity, iterative and communication process similitude, two dimension and linear problem can only be handled by avoiding conventional method, preferably The function and distribution characteristics inside microblog users influence power are featured, and when calculating without the concern for each index weights problem.
3rd, the present invention is improved Heaviside functions, and fractal method is overcome after improvement will to data set quantity The limitation asked, greatly reduce enterprise and select the difficulty that suitable user carries out socialization marketing support, ensure enterprise with less Cost, less time select suitable microblog users.
Brief description of the drawings
Fig. 1 is the flow chart of the inventive method；
Fig. 2 is ranking final result figure of the present invention.
Embodiment
In the present embodiment, as shown in figure 1, a kind of microblog users influence power FRACTAL DIMENSION measure is to enter in accordance with the following steps OK：
Step 1, based on social capital theories, structure microblogging is used in terms of reputation prestige, Discourse Power, interaction value three Family degree of influence figureofmerit system, as shown in table 1：
The microblog users influence power measurement indicator system of table 1
Step 2, choose n microblog users u={ u1,u2... ui,...un, uiRepresent i-th of user, 1≤i≤n；
Herein choose Sina weibo commercial field in user be research object, selection 40 users be research object, by means of Help collection search gather and record day by day on the basis of objective metadata acquisition tool play on March in 2017 31 from December 1st, 2016 untill 4 The data of individual month.
I-th step 3, structure of microblog users uiDegree of influence figureofmerit set, be designated as Wherein,Represent i-th of microblog users uiM kind index sets, m=1,2 ..., M；In the present embodiment, referred to using M=3 kinds Mark set, including：Prestige dimension index set, Discourse Power dimension index set and interaction value index collection, and have： Represent i-th of microblog users uiM kind index sets under k-th of sub- index Value；K=1,2 ..., km, KmRepresent the sub- index total number under m kind index sets；
Utilize i-th of microblog users uiAll sub- desired values characterize i-th of microblog users uiDegree of influence figureofmerit Set, is designated as Represent i-th of microblog users uiR-th of sub- desired value, r=1,2 ..., R, R represent the sum of all sub- desired values；
In the present embodiment, as shown in Table 1, k1=3, k2=3, k3=4, R=10.Represent initial user grade；Table Show the initial bean vermicelli quantity of user；Represent the initial microblogging quantity of user；Represent user's average key word quantity；Represent to use The average text number of words in family；Represent that user increases original microblogging quantity newly；Represent that user's blog article averagely forwards quantity；Represent User's blog article average review quantity；Represent that user's blog article averagely obtains and praise quantity；Represent that user increases bean vermicelli quantity newly.
Work is handled as follows to data in specific implementation：It is 1. initial user grade, 2. initial bean vermicelli quantity, 3. initial Microblogging quantity, this three indexs are to record faithfully simultaneously quantification according to observation same day bloger's homepage displayed information.It is 4. average Keyword quantity, text key word are that text key word number is the Chinese word segmentation work for using CAS Computer Tech Service Co. software house Tool
ICTCLAS carries out cutting word and statistics gained to the entry in database.Average key word quantity, is observed to user the phase Between all microbloggings count keyword number one by one after calculate average value, 5. average text number of words, during user observes all microbloggings by Average value is calculated after one statistics text number of words.6. increase original microblogging quantity newly, interior all microbloggings during being observed for user, forwarding Labeled as 0, original mark is all original microblogging numbers during calculating observation.7. blog article averagely forwards quantity, 8. blog article is put down Equal number of reviews, 9. blog article averagely obtains and praises quantity, this three indexs, calculates total value first, then calculate average value.10. newly-increased bean vermicelli Quantity, this sub- index are to subtract observation beginning day bean vermicelli quantity according to observation expiration date bean vermicelli quantity to get.If on the occasion of being then Incrementss, it is then decrement if negative value.If the microblog users observed during observation do not send out microblogging, related serial digit synbol Record as 0.
By above-mentioned data processing, the data being collected into the whole observation phase obtain data and are shown in Table 2 after treatment：
The microblog users partial data list of table 2
Step 4, using formula (1) to i-th of microblog users uiR-th of sub- desired valueIt is standardized, obtains I-th of microblog users u after standardizationiR-th of sub- desired valueSo as to i-th of microblog users u after being standardizedi's R sub- desired valuesAnd then obtain R sub- desired value Y={ Y of n microblog users1,Y2,…, Yi,…Yn}T：
In formula (1),Represent the average value of r-th of sub- desired value of n microblog users, srN microblog users of expression The standard deviation of r-th of sub- desired value；
In the present embodiment, what standardization obtained Value As shown in table 3, table 4.
Table 2srCatalog data
Partial data list after the standardization of the microblog users of table 3
The covariance matrix B of step 5, the individual sub- desired value Y of the R of n microblog users of calculatingR×R, then calculate covariance matrix BR×RCharacteristic vector a1,a2,...anAs transformation matrix A={ a1,a2,...,an, it is micro- so as to obtain the n after decorrelation The R sub- desired value Z={ Z of rich user1,Z2,...Zi,...Zn}T=AY；ZiRepresent i-th of microblog users after decorrelation uiR sub- desired values；B obtained by this example calculationn×nMiddle corresponding data element is：
Z={ Z obtained by this example calculation1,Z2,...Zi,...Zn}TMiddle corresponding data element is：
Step 6, the FRACTAL DIMENSION measurement model for constructing microblog users influence power；
Step 6.1, by i-th of microblog users u after the decorrelationiR sub- desired value ZiIt is considered as in n-dimensional space Each coordinate points；Defining the distance between any two coordinate points in n-dimensional space isAnd p ≠ q；By The distance between all coordinate points form distance setAnd makeFor the distance set GiIn distance it is maximum Value；
Step 6.2, definition cycle-index are t, and initialize t=1；
Step 6.3, the radius of the initial the t times circulation of definition are rt, and initialize rt＞ 0；Definition step-length is Δ r；
Step 6.4, the radius r for making the t+1 times circulationt+1=rt+Δr；
Step 6.5, using formula (2) obtain the t+1 times circulation in, the distance set GiMiddle distance value is r in radiust +1Ball in number and distance set GiIn all distance values ratio Ci(rt+1)：
In formula (2),Heaviside functions are represented, and are had：
Step 6.6, ln (r are calculated respectivelyt+1) and lnCi(rt+1) and save as two-dimentional point set；
Step 6.7, judgeWhether set up, if so, then represent distance set GiIn all distance values exist In ball, otherwise, t+1 is made to be assigned to t, return to step 5.4；
Step 6.8, the two-dimentional point set of all preservations is made scatter diagram, according to the scatter diagram, utilizes least square method It is fitted, obtained slope i.e. i-th of microblog users uiFractal dimensionsi；With the Fractal dimensionsiCharacterize i-th of microblog users uiInfluence power.In the present embodiment, the fractal dimension such as table 3. that is calculated
The microblog users FRACTAL DIMENSION of table 3 and intercept data
Step 7, acquired results are ranked up to obtain with the rank graph of microblog users influence power shown in Fig. 2, as shown in Figure 2.
This method is based on social capital theories structure microblog users influence power three dimensionality data set, overcomes influence power and estimates The single incomplete problem of system, user force FRACTAL DIMENSION measure have then agreed with influence power Value Realization process complexity Property, the feature of iterative and similitude, by verifying that this method is practical and effectively.Microblog users FRACTAL DIMENSION measure is for enterprise Industry is selected suitable user and had great importance as promotion.

Claims (1)

  1. A kind of 1. microblog users influence power measure based on fractal dimension model, it is characterized in that carrying out in accordance with the following steps：
    Step 1, choose n microblog users u={ u1,u2... ui,...un, uiRepresent i-th of microblog users, i=1,2 ..., n；
    I-th step 2, structure of microblog users uiDegree of influence figureofmerit set, be designated as Wherein,Represent i-th of microblog users uiM kind index sets, m=1,2 ..., M；The index set includes：Prestige is tieed up Index set, Discourse Power dimension index set and interaction value index collection are spent, and is had： Represent i-th of microblog users uiM kind index sets under k-th of sub- desired value；K=1,2 ..., km, KmRepresent that m kinds refer to Sub- index total number under mark set；
    Utilize i-th of microblog users uiAll sub- desired values characterize i-th of microblog users uiDegree of influence figureofmerit collection Close, be designated as Represent i-th of microblog users uiR-th of sub- desired value, r=1,2 ..., R, R Represent the sum of all sub- desired values；
    Step 3, using formula (1) to i-th of microblog users uiR-th of sub- desired valueIt is standardized, is standardized I-th of microblog users u afterwardsiR-th of sub- desired valueSo as to i-th of microblog users u after being standardizediR son Desired valueAnd then obtain R sub- desired value Y={ Y of n microblog users1,Y2,…,Yi,… Yn}T：
    <mrow> <msubsup> <mi>y</mi> <mi>i</mi> <mi>r</mi> </msubsup> <mo>=</mo> <mfrac> <mrow> <msubsup> <mi>x</mi> <mi>i</mi> <mi>r</mi> </msubsup> <mo>-</mo> <msup> <mover> <mi>x</mi> <mo>&amp;OverBar;</mo> </mover> <mi>r</mi> </msup> </mrow> <msup> <mi>s</mi> <mi>r</mi> </msup> </mfrac> <mo>-</mo> <mo>-</mo> <mo>-</mo> <mrow> <mo>(</mo> <mn>1</mn> <mo>)</mo> </mrow> </mrow>
    In formula (1),Represent the average value of r-th of sub- desired value of n microblog users, srRepresent r-th of n microblog users The standard deviation of sub- desired value；
    The covariance matrix B of step 4, the individual sub- desired value Y of the R of n microblog users of calculatingR×R, then calculate covariance matrix BR×R's Characteristic vector a1,a2,...anAs transformation matrix A={ a1,a2,...,an, used so as to obtain n microblogging after decorrelation The R sub- desired value Z={ Z at family1,Z2,...Zi,...Zn}T=AY；ZiRepresent i-th of microblog users u after decorrelationiR Individual sub- desired value；
    Step 5, the FRACTAL DIMENSION measurement model for constructing microblog users influence power；
    Step 5.1, by i-th of microblog users u after the decorrelationiR sub- desired value ZiIt is considered as each in n-dimensional space Coordinate points；Defining the distance between any two coordinate points in n-dimensional space isP, q=1,2 ..., R, and p ≠ q；By owning The distance between coordinate points form distance setAnd makeFor the distance set GiIn apart from maximum；
    Step 5.2, definition cycle-index are t, and initialize t=1；
    Step 5.3, the radius of the initial the t times circulation of definition are rt, and initialize rt＞ 0；Definition step-length is Δ r；
    Step 5.4, the radius r for making the t+1 times circulationt+1=rt+Δr；
    Step 5.5, using formula (2) obtain the t+1 times circulation in, the distance set GiMiddle distance value is r in radiust+1Ball Interior number and distance set GiIn all distance values ratio Ci(rt+1)：
    <mrow> <msup> <mi>C</mi> <mi>i</mi> </msup> <mrow> <mo>(</mo> <msup> <mi>r</mi> <mrow> <mi>t</mi> <mo>+</mo> <mn>1</mn> </mrow> </msup> <mo>)</mo> </mrow> <mo>=</mo> <mfrac> <mn>2</mn> <mrow> <mi>n</mi> <mrow> <mo>(</mo> <mi>n</mi> <mo>-</mo> <mn>1</mn> <mo>)</mo> </mrow> </mrow> </mfrac> <munderover> <mo>&amp;Sigma;</mo> <mrow> <mi>p</mi> <mo>,</mo> <mi>q</mi> <mo>=</mo> <mn>1</mn> </mrow> <mi>R</mi> </munderover> <mi>H</mi> <mrow> <mo>(</mo> <msup> <mi>r</mi> <mrow> <mi>t</mi> <mo>+</mo> <mn>1</mn> </mrow> </msup> <mo>-</mo> <msubsup> <mi>d</mi> <mrow> <mi>p</mi> <mi>q</mi> </mrow> <mi>i</mi> </msubsup> <mo>)</mo> </mrow> <mo>-</mo> <mo>-</mo> <mo>-</mo> <mrow> <mo>(</mo> <mn>2</mn> <mo>)</mo> </mrow> </mrow>
    In formula (2),Heaviside functions are represented, and are had：
    <mrow> <mi>H</mi> <mrow> <mo>(</mo> <msup> <mi>r</mi> <mrow> <mi>t</mi> <mo>+</mo> <mn>1</mn> </mrow> </msup> <mo>-</mo> <msubsup> <mi>d</mi> <mrow> <mi>p</mi> <mi>q</mi> </mrow> <mi>i</mi> </msubsup> <mo>)</mo> </mrow> <mo>=</mo> <mfenced open = "{" close = ""> <mtable> <mtr> <mtd> <mrow> <mn>1</mn> <mo>,</mo> </mrow> </mtd> <mtd> <mrow> <msup> <mi>r</mi> <mrow> <mi>t</mi> <mo>+</mo> <mn>1</mn> </mrow> </msup> <mo>-</mo> <msubsup> <mi>d</mi> <mrow> <mi>p</mi> <mi>q</mi> </mrow> <mi>i</mi> </msubsup> <mo>&gt;</mo> <mn>0.001</mn> </mrow> </mtd> </mtr> <mtr> <mtd> <mrow> <mn>0</mn> <mo>,</mo> </mrow> </mtd> <mtd> <mrow> <msup> <mi>r</mi> <mrow> <mi>t</mi> <mo>+</mo> <mn>1</mn> </mrow> </msup> <mo>-</mo> <msubsup> <mi>d</mi> <mrow> <mi>p</mi> <mi>q</mi> </mrow> <mi>i</mi> </msubsup> <mo>&amp;le;</mo> <mn>0.001</mn> </mrow> </mtd> </mtr> </mtable> </mfenced> <mo>-</mo> <mo>-</mo> <mo>-</mo> <mrow> <mo>(</mo> <mn>3</mn> <mo>)</mo> </mrow> </mrow>
    Step 5.6, ln (r are calculated respectivelyt+1) and lnCi(rt+1) and save as two-dimentional point set；
    Step 5.7, judgeWhether set up, if so, then represent distance set GiIn all distance values in ball, Otherwise, t+1 is made to be assigned to t, return to step 5.4；
    Step 5.8, the two-dimentional point set of all preservations is made scatter diagram, according to the scatter diagram, carried out using least square method Fitting, obtained slope i.e. i-th of microblog users uiFractal dimensionsi；With the Fractal dimensionsiCharacterize i-th of microblog users ui's Influence power.
CN201710763629.5A 2017-08-30 2017-08-30 Microblog users influence power measure based on fractal dimension model Pending CN107491550A (en)

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CN104298767A (en) * 2014-10-29 2015-01-21 西安交通大学 Method for measuring user influence power in microblog network
CN106484829A (en) * 2016-09-29 2017-03-08 中国国防科技信息中心 A kind of foundation of microblogging order models and microblogging diversity search method

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Publication number Priority date Publication date Assignee Title
CN104123352A (en) * 2014-07-10 2014-10-29 西安理工大学 Method for measuring influence of users on topic hierarchy for MicroBlog
CN104298767A (en) * 2014-10-29 2015-01-21 西安交通大学 Method for measuring user influence power in microblog network
CN106484829A (en) * 2016-09-29 2017-03-08 中国国防科技信息中心 A kind of foundation of microblogging order models and microblogging diversity search method

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Title
喻彩云: "评估用户网络影响力价值的分形维方法及其应用研究", 《中国优秀硕士学位论文全文数据库 经济与管理科学辑》 *

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Application publication date: 20171219