The Analysis and Modelling of Social Networks: Leader Identification and Information Dissemination

Aleksejs Cumiks, Andrejs Romanovs


Individuals, who have more connections with others in the social network, can have more chances to influence others. Therefore, this study aims to identify groups of users with maximum joint influential power in order to help companies to conduct online marketing and reputation management. The method proposed in this study can be used to identify influential groups, on the basis of data from SNS. The proposed method will allow building a social network model, which will be  used to simulate different scenarios in order to predict the speed of information dissemination.


Leader identification; modelling; pretopology; social network; social network visualization

Full Text:



V. Levorato, Modeling groups in social networks, 25th European Conference on Modelling and Simulation, Krakow, Poland. 2011, pp. 133-180.

I. Herman, G. Melancon, M.S. Marshall, Graph visualization and navigation in information visualization: a survey. IEEE Transactions on Visualization and Computer Graphics, Volume 6, Issue 1, 2000, pp 24– 43.

M. Kaufmann, D. Wagner, Drawing Graphs: Methods and Models. Lecture Notes in Computer Science. Springer, Volume 2025, 2001.

Q. Jones, G. Ravid, S. Rafaeli, Information overload and the message dynamics of online interaction spaces: a theoretical model and empirical exploration, Information Systems Research, Volume 15, 2004, pp. 194– 210.

B. Wellman, Community: from neighborhood to network, Communications of the ACM, Volume 48, 2005, pp. 53–55.

G. F. Templeton, X. Luo, T. R. Giberson, N. Campbell, Leader personal influences on membership decisions in moderated online social networking groups, Decision Support Systems, 2012, Submitted for publication.

Y. Lu, L. Zhao, B. Wang, From virtual community members to C2C e- commerce buyers: trust in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research and Applications, Volume 9, Issue 4, 2010, pp 346–360.

M. Conlin and D. MacMillan, Web 2.0: Managing Corporate Reputations., 2010.

Z. Katona, P. Zubcsek, M. Sarvary, Joining the network: personal influences as determinants of diffusion. In Proceeding of 2007. INFORMS Marketing Science, Conference, Singapore, 2007, pp. 425– 443.

Z. Katona, P.Zubcsek, M. Sarvary, Network effects and personal influences: diffusion of an online social network. Journal of Marketing Research, Volume 48, Issue 3, 2011, pp. 425–443.

KaiquanXu, X. Guo, J. Li, R. Y.K. Lau, S. S.Y. Liao, Discovering target groups in social networking sites: An effective method for maximizing joint influential power, Electronic Commerce Research and Applications, Volume 11, Issue 4, 2012, pp. 318-334.

P. Domingos and M. Richardson, Mining the network value of customers. In Proceedings of the 7th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, San Francisco, CA, USA, August 26–29, 2001, 57–66.

U. Brandes, N. Indlekofer, M. Mader, Visualization methods for longitudinal social networks and stochastic actor-oriented modeling. Social Networks, Volume 34, Issue 3, 2012, pp. 291-308.

K.-Y. Wang, I.-H. Ting, H.-J. Wu, Discovering interest groups for marketing in virtual communities: An integrated approach. Journal of Business Research, 2012, Forthcoming.

V.Batagelj and A.Mrvar, Some analyses of Erdos collaboration graph, Social Networks, Volume 22, Issue 2, 2000, pp. 173-186.

A. Perer and B. Shneiderman, Balancing systematic and flexible exploration of social networks, IEEE Transactions on Visualization and Computer Graphics, Volume 12, 2006, pp. 693–700.

N. Henry and J.D. Fekete, MatrixExplorer: a dual-representation system to explore social networks, IEEE Transactions on Visualization and Computer Graphics, Volume 12, 2006, pp. 677–684.

J. T. Bjorke, S.Nilsen, M. Varga, Visualization of network structure by the application of hypernodes.International Journal of Approximate Reasoning, Volume 51, Issue 3, 2010, pp. 275-293.

B. Hogan, Visualizing and Interpreting Facebook Networks. Analyzing Social Media Networks with NodeXL, Chapter 11, 2011, pp. 165-179.

B. Zhu, Stephanie Watts, H. Chen, Visualizing social network concepts. Decision Support Systems, Volume 49, Issue 2, 2010, pp. 151-161.

W. Jiang, G. Wang, J. Wu, Generating trusted graphs for trust evaluation in online social networks, Future Generation Computer Systems, 2012.

T.R. Giberson, C.J. Resick, M.W. Dickson, Embedding leader characteristics: an examination of homogeneity of personality and values in organizations, Journal of Applied Psychology, Volume 90, 2005, pp. 1002–1010.

R.L. Wakefield, D.E. Leidner, G. Garrison, A model of conflict, leadership, and performance in virtual teams, Information Systems Research 19 (4) (2008) 434–455.


  • There are currently no refbacks.

Copyright (c) 2012 Aleksejs Cumiks, Andrejs Romanovs

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.