A Critical Review of Centrality Measures in Social Networks |
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Authors: | Andrea Landherr Bettina Friedl Julia Heidemann |
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Institution: | 1.FIM Research Center Finance & Information Management,University of Augsburg,Augsburg,Germany |
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Abstract: | Social networks are currently gaining increasing impact in the light of the ongoing growth of web-based services like facebook.com.
One major challenge for the economically successful implementation of selected management activities such as viral marketing
is the identification of key persons with an outstanding structural position within the network. For this purpose, social
network analysis provides a lot of measures for quantifying a member’s interconnectedness within social networks. In this
context, our paper shows the state of the art with regard to centrality measures for social networks. Due to strongly differing
results with respect to the quality of different centrality measures, this paper also aims at illustrating the tremendous
importance of a reflected utilization of existing centrality measures. For this purpose, the paper analyzes five centrality
measures commonly discussed in literature on the basis of three simple requirements for the behavior of centrality measures. |
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