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A Study on the Formation Mechanism of Dissemination Force in Virtual Social Network from the Angle of Node Centrality

DOI: 10.12677/ETW.2014.44007, PP. 49-55

Keywords: 虚拟社会网络,中心性,传播力,意见领袖,网络营销
Virtual Social Network
, Node Centrality, Dissemination Force, Opinion Leaders, Network Marketing

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This study investigates the formation mechanism of dissemination force and the influence models of nodes’ network centrality in the virtual social network. Combining the Social Network Analysis and Tobit regression, we find that: 1) both a node’s degree centrality and betweenness centrality have a positive impact on its dissemination force; 2) the closeness centrality didn’t. For theory contribution, we have a clever understand of the source of member’ dissemination force and the various influence models of different node centralities in virtual social network. For practice contribution, different kinds of opinion leaders can be distinguished according to different centralities in a more accurate way, so that we can make a more effective use of their dissemination force in network marketing.


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