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


  • Kotyrlo , Elena

    (National Research University Higher School of Economics (NRU HSE), Moscow, Russian Federation;)


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.

Suggested Citation

  • Kotyrlo , Elena, 2017. "Social network sites: What users post and to whom they address. Some approaches to the study," Applied Econometrics, Russian Presidential Academy of National Economy and Public Administration (RANEPA), vol. 47, pages 74-99.
  • Handle: RePEc:ris:apltrx:0325

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    References listed on IDEAS

    1. Gert Sabidussi, 1966. "The centrality index of a graph," Psychometrika, Springer;The Psychometric Society, vol. 31(4), pages 581-603, December.
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    More about this item


    text mining; social network analysis; social network sites; regression analysis; Gini coefficient.;
    All these keywords.

    JEL classification:

    • C18 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Methodolical Issues: General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other


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