Identification of Opinion Leaders Using Text Mining Technique in Virtual Community
نویسندگان
چکیده
Word of mouth (WOM) affects the buying behavior of information receivers stronger than advertisements. Opinion leaders further affect others in a specific domain through their new information, ideas and opinions. Identification of opinion leaders has become one of the most important tasks in the field of WOM mining. Existing work to find opinion leaders is based mainly on quantitative approaches, such as social network analysis and involvement. Opinion leaders often post knowledgeable and useful documents. Thus, the contents of WOM are useful to mine opinion leaders as well. This research proposes a text mining-based approach to evaluate features of expertise, novelty and richness of information from contents of posts for identification of opinion leaders. According to experiments in a real-world bulletin board data set, this proposed approach demonstrates high potential in identifying opinion leaders.
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