Fakultät 10 / Advanced Media Institute
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This thesis focuses on the identification of influential users, also known as key opinion leaders, within the social network Instagram. Instagram is a very popular platform to share images with the option to categorise the images by certain tags. It is possible to collect public data from Instagram via the open API of the platform.
This thesis presents a concept to create an automated crawler for this API and col- lect data into a database in order to apply algorithms from graph theory to identify opinion leaders afterwards. The sample topic for this thesis has been veganfood and all associated posts from Instagram have been crawled.
After the user data has been crawled a graph has been created to do further research with common social network analysis tools. The graph contained a total set of more than 26,000 nodes.
To identify opinion leaders from this graph, five di↵erent metrics have been applied, in particular PageRank, Betweenness centrality, Closeness Centrality, Degree and Eigen- vector centrality. After applying the di↵erent algorithms the results have been eval- uated and additionally an marketing expert with focus on social media analysed the results.
This project was able to figured out that it is possible to find opinion leaders by using the PageRank algorithm and that those opinion leaders have a very good value of en- gagement. This indicates that they show a high interaction with other users on their posts. In conclusion the additional research options are discussed to provide a future outlook.
This paper is grounded in the emerging field of web science and shall contribute to its further classification and demarcation by illustrating the current state of »web-native research methods«. It builds upon an initial arraying work of Richard Rogers, who coined the term »Digital Methods« for research with methods that were »born« in the web, and illustrated and organized them in his eponymous book in 2013. This paper attempts to develop a more appropriate illustration of the Digital Methods by following the web’s very own, hypertextual, network-like nature, in particular by construing an ontological representation on the base of the Web Ontology Language (OWL). By virtue of decomposing the book into granular information units and their subsequent reassembly into OWL entities, immediate access to the entire knowledge domain can be provided, and coherencies, interrelations and distinctions between concepts become apparent. The ontology’s structure was induced narrowly along the provided examples of research projects and subsequently clustered in topic groups, of which the three most important ones were (a) the Digital Methods as an arraying space of web-native methodology, (b) a collection of concrete applications of these Digital Methods in research projects, and (c) a hierarchical scheme of traditional sciences with a distinct interest in answering research questions with help of Digital Methods. Subsequently, the ontology was evaluated in three general dimensions: Deriving user stories and scenarios provided means to validate the utilization quality; the accuracy and reliability of the resulting structure was validated with help of a control group of web-native research projects; and process control instruments served as a validator for the ontology’s correctness. Despite the ontology itself, this paper also resulted in a first interpretation of the produced information: Statements about research practise in social science, politics and philosophy were as possible as findings about commonly applied varieties of methods. Concluding, the present paper proposes a process of ontology engineering, an evaluation of the ontology’s value, and an interpretation of the ontology’s content.