Many popular measures used in social network analysis, including centrality, are based on the random walk. The random walk is a model of a stochastic process where a node interacts with one other node at a time. However, the random walk may not be appropriate for modeling social phenomena, including epidemics and information diffusion, in which one node may interact with many others at the same time, for example, by broadcasting the virus or information to its neighbors. To produce meaningful results, social network analysis algorithms have to take into account the nature of interactions between the nodes. In this paper we classify dynamical processes as conservative and non-conservative and relate them to well-known measures of centrality used in network analysis: PageRank and Alpha-Centrality. We demonstrate, by ranking users in online social networks used for broadcasting information, that non-conservative Alpha-Centrality generally leads to a better agreement with an empirical ranking scheme than the conservative PageRank.
@cite_28 studied measures similar to Alpha-Centrality and personalized PageRank (with attenuation factor 1) which they call communicability. They linked the communicability functions to dynamics by showing their relationship to the thermal Green's function of oscillators. They used communicability to identify important actors in small social networks, demonstrating that different communicability functions led to different judgements of centrality, but did not justify the choice of the particular communicability function in terms of the interactions taking place between actors. Although we study a similar function, the goal of our work is to contrast conservative and non-conservative dynamics and explain how these differences should guide the choice of centrality measure for a given social network.
@cite_28
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Several centrality measures have been formulated to quantify the notion of 'importance' of actors in social networks. Current measures scrutinize either local or global connectivity of the nodes and have been found to be inadequate for social networks. Ignoring hierarchy and community structure, which are inherent in all human social networks, is the primary cause of this inadequacy. Positional hierarchy and embeddedness of an actor in the community are intuitively crucial determinants of his importance. The theory of social capital asserts that an actor's importance is derived from his position in network hierarchy as well as from the potential to mobilize resources through intra-community (bonding) and inter-community (bridging) ties. Inspired by this idea, we propose a novel centrality measure SC (Social Centrality) for actors in social networks. Our measure accounts for - i) an individual's propensity to socialize, and ii) his connections within and outside the community. These two factors are suitably aggregated to produce social centrality score. Comparative analysis of SC measure with classical and recent centrality measures using large public networks shows that it consistently produces a more realistic ranking of nodes. The inference is based on the available ground truth for each tested networks. Extensive analysis of rankings delivered by SC measure and mapping with known facts in well-studied networks justifies its effectiveness in diverse social networks. Scalability evaluation of SC measure justifies its efficacy for real-world large networks.