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Evaluating the importance of different communication types in romantic tie prediction on social media

Author

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  • Matthias Bogaert

    (Ghent University)

  • Michel Ballings

    (The University of Tennessee)

  • Dirk Van den Poel

    (Ghent University)

Abstract

The purpose of this paper is to evaluate which communication types on social media are most indicative for romantic tie prediction. In contrast to analyzing communication as a composite measure, we take a disaggregated approach by modeling separate measures for commenting, liking and tagging focused on an alter’s status updates, photos, videos, check-ins, locations and links. To ensure that we have the best possible model we benchmark 8 classifiers using different data sampling techniques. The results indicate that we can predict romantic ties with very high accuracy. The top performing classification algorithm is adaboost with an accuracy of up to 97.89 %, an AUC of up to 97.56 %, a G-mean of up to 81.81 %, and a F-measure of up to 81.45 %. The top drivers of romantic ties were related to socio-demographic similarity and the frequency and recency of commenting, liking and tagging on photos, albums, videos and statuses. Previous research has largely focused on aggregate measures whereas this study focuses on disaggregate measures. Therefore, to the best of our knowledge, this study is the first to provide such an extensive analysis of romantic tie prediction on social media.

Suggested Citation

  • Matthias Bogaert & Michel Ballings & Dirk Van den Poel, 2018. "Evaluating the importance of different communication types in romantic tie prediction on social media," Annals of Operations Research, Springer, vol. 263(1), pages 501-527, April.
    • Handle: RePEc:spr:annopr:v:263:y:2018:i:1:d:10.1007_s10479-016-2295-0
    DOI: 10.1007/s10479-016-2295-0
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    References listed on IDEAS

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    1. Ballings, Michel & Van den Poel, Dirk & Bogaert, Matthias, 2016. "Social media optimization: Identifying an optimal strategy for increasing network size on Facebook," Omega, Elsevier, vol. 59(PA), pages 15-25.
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    5. Sinan Aral & Dylan Walker, 2014. "Tie Strength, Embeddedness, and Social Influence: A Large-Scale Networked Experiment," Management Science, INFORMS, vol. 60(6), pages 1352-1370, June.
    6. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    7. Ballings, Michel & Van den Poel, Dirk, 2015. "CRM in social media: Predicting increases in Facebook usage frequency," European Journal of Operational Research, Elsevier, vol. 244(1), pages 248-260.
    8. Michael Spence, 1973. "Job Market Signaling," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 87(3), pages 355-374.
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    Cited by:

    1. Taiga Saito & Shivam Gupta, 2022. "Big Data Applications with Theoretical Models and Social Media in Financial Management," CIRJE F-Series CIRJE-F-1205, CIRJE, Faculty of Economics, University of Tokyo.
    2. Anastasiia O. Khlobystova & Maxim V. Abramov & Tatiana V. Tulupyevа & Alexander L. Tulupyev, 2019. "Social Influence on the User in Social Network: Types of Communications in Assessment of the Behavioral Risks connected with the Socio-engineering Attacks," Administrative Consulting, Russian Presidential Academy of National Economy and Public Administration. North-West Institute of Management., issue 3.
    3. Taiga Saito & Shivam Gupta, 2022. "Big data applications with theoretical models and social media in financial management," CARF F-Series CARF-F-550, Center for Advanced Research in Finance, Faculty of Economics, The University of Tokyo.
    4. Bram Janssens & Matthias Bogaert & Mathijs Maton, 2023. "Predicting the next Pogačar: a data analytical approach to detect young professional cycling talents," Annals of Operations Research, Springer, vol. 325(1), pages 557-588, June.
    5. Hassanniakalager, Arman & Sermpinis, Georgios & Stasinakis, Charalampos & Verousis, Thanos, 2020. "A conditional fuzzy inference approach in forecasting," European Journal of Operational Research, Elsevier, vol. 283(1), pages 196-216.
    6. Bogaert, Matthias & Lootens, Justine & Van den Poel, Dirk & Ballings, Michel, 2019. "Evaluating multi-label classifiers and recommender systems in the financial service sector," European Journal of Operational Research, Elsevier, vol. 279(2), pages 620-634.

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