The Impact of Emotion: A Blended Model to Estimate Influence on Social Media

摘要

The goal of this research is to devise a model of social influence with sentiment analysis and help organization discover real influential people on social media. This study takes into account the quality of post and sentiment ratio simultaneously. We discovered the meaning of sentiment behind post, retweet, and reply is more important than numbers. This research selected four targets (two politicians and two celebrities) on Twitter to examine the proposed model. The results revealed the sentiment ratio of celebrities is higher than politicians. The reason may be the celebrities posted random issues in daily life and followers all supported them. However, the politicians' tweets are easy to provoke a conflict which may cause emotional expressions from fans or followers. Sentiment analysis can adjust numbers based on the insights of content. We also provided the h-index to identify high impact of posted topics. The results showed various topics have different impact according to h-index. In summary, the proposed model can appropriately estimate the influence of a person in social media and assist firms allocate marketing resources efficiently.