The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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Twitter Following Relationship Analysis through Network Analysis and Visualization

네트워크 분석과 시각화를 통한 트위터 팔로우십 분석

  • Song, Deungjoo (Dept. of Industrial and Management Enginering, Gangneung-Wonju National University) ;
  • Lee, Changsoo (Dept. of Industrial and Management Enginering, Gangneung-Wonju National University) ;
  • Park, Chankwon (Dept of Operations Management, Logistics and Distribution, Hanyang Cyber University) ;
  • Shin, Kitae (Dept. of Industrial and Management Enginering, Daejin University)
  • Received : 2020.08.18
  • Accepted : 2020.08.27
  • Published : 2020.08.31
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Abstract

The numbers of SNS (Social Network Service) users and usage amounts are increasing every year. The influence of SNS is increasing also. SNS has a wide range of influences from daily decision-making to corporate management activities. Therefore, proper analysis of SNS can be a very meaningful work, and many studies are making a lot of effort to look into various activities and relationships in SNS. In this study, we analyze the SNS following relationships using Twitter, one of the representative SNS services. In other words, unlike the existing SNS analysis, our intention is to analyze the interests of the accounts by extracting and visualizing the accounts that two accounts follow in common. For this, a common following account was extracted using Microsoft Excel macros, and the relationship between the extracted accounts was defined using an adjacency matrix. In addition, to facilitate the analysis of the following relationships, a direction graph was used for visualization, and R programming was used for such visualization.

전 세계적으로 SNS(social network service) 사용자와 사용 시간이 매년 증가하고 있으며, SNS의 영향력 또한 점점 커져가고 있다. 이에 따라 SNS는 일상적인 의사결정에서부터 기업의 경영활동에 이르기까지 광범위하게 영향을 미치고 있다. 따라서 SNS를 적절히 분석하는 것은 매우 의미 있는 작업이 될 수 있는데, 이에 많은 연구들이 SNS에서의 다양한 활동과 관계를 들여다보려는 많은 노력들을 하고 있다. 본 연구에서는 대표적인 SNS 서비스 가운데 하나인 트위터를 이용해서 SNS 팔로잉 관계를 분석하고자 한다. 즉, 기존의 SNS 분석과는 달리 두 개 계정이 공통으로 팔로잉하는 계정들을 추출하고 시각화 함으로써 해당 계정들의 관심사를 분석하고자 한다. 이를 위해서 마이크로소프트 액셀 매크로를 사용해 공통 팔로잉 계정을 추출하였으며, 인접행렬를 이용해 추출된 계정들 간의 관계를 정의하였다. 또한 팔로잉 관계 분석을 용이하게 하기 위해 방향 그래프를 이용해 시각화 하였으며, 이 같은 시각화에는 R 프로그래밍을 사용하였다.

Keywords

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