The ties that bind Social network principles in
The ties that bind: Social network principles in online communities. Alan Fco. Diaz Hernandez Prof. Dr. Eduard Heindl
Content First part Second part -Slashdot -Keywords -Model and hypothesis -Introduction -User conduct -Background -Hypothesis 1, 2, 3, 4 -Network theory and social -Research design and data capital -Results -Conclusions
What is a SOCIAL NETWORK?
Keywords. � Online communities. � Social Capital. � Structural Holes. � Reputation Systems. � Web 2. 0 � Ronald Stuart Burt
Introduction. � Web 2. 0 (Wikipedia, Facebook, Slashdot). � The client is faceless. � Online social networks had become a parallel world to many people.
Social network theory's. Brokerage Closure. Online social networks.
Background. Can a online social network which is not much more than a network be considered an organization? Aristoteles. Granovetter. Ouchi.
Network theory and social capital. � Social Network Social capital � Online Social networks. ex. TWITTER
Network Theory. � Burt Theory of social capital in network by focusing on the presence or absence of structural holes. � BROKERAGE vs. CLOSURE
CLOSURE vs. BROKERAGE.
Studies (Brokerage). � Burt The social capital of French and American managers. � Zaheer y bell Benefiting from network position: firm capabilities, structural holes, and performance.
Studies (Closure). � Ashleight y Nandhakumar Trust and technologies.
So which one it´s better? ?
� Closure � Brokerage
Second part Study for the site Slashdot.
� Site which provides news of technology founded in 1997. � How it works? � What´s “KARMA”. � 2002 Online social network.
Model and hypotheses � The relationship between network structure and social capital. Social capital KARMA � Brokerage High between ness/low constraint. � Closure Low between ness/High constraint.
Users conduct � Constraint � Between-ness
Research design and data. � 6000 users with over 200, 000 relationships. � Standard regression of several variables like: comments, friend ratio, foe ratio and karma. � Using UCINET.
Results.
Results. � Respond Hypothesis 1.
Results. � Respond Hypothesis 2.
Results. � Respond Hypothesis 3.
Results. � Respond Hypothesis 4.
Conclusion � Structural Holes have an important role in a social network. � Brokerage lower levels of karma. � Closure higher levels of karma. � Based on advertising.
Conclusion High Karma Lower Karma
Questions?
Results
How is karma generated? .
Hypothesis 1. A. -Most participants of the site will exhibit both low between-ness and low constraint. B. -There will be more participants with high constraint measures than with high betweenness measures. C. -There will be few individuals who score highly in both constraint and between-ness.
Hypothesis 2. A. -High between-ness and high constraint are individually associated with high social capital. B. -High between-ness and high constraint are jointly associated with high social capital. C. -High constraint is more associated with high social capital than is high between-ness.
Hypothesis 3. A. -Between-ness is inversely related to participation intensity. B. -Constraint is directly related to participation intensity. C. -Network investment moderates the relationship between both between-ness and constraint and social capital.
Hypothesis 4. A. -Positive outcomes from between-ness are more significant to those with high social capital. B. -Positive outcomes from constraint are more significant to those with low social capital.
- Slides: 33