Discovering Social Network Key Opinion Leaders Based on a Psychological Influence Model
Key opinion leaders are widely used in marketing and guiding public opinion. The identification of key opinion
leaders has been paid much attention, but there is no reliable method. This paper firstly established an evaluation model based
on influence theory of social psychology. Then in the part of empirical study, the model was used for discovering key opinion
leaders on Sina Weibo, a social network platform. The evaluation incorporates Page Rank, clustering and PCA methods. At
last, the results of empirical study were analyzed according to the actual situation.
Keywords - Influence model, Key opinion leader, Social network