A study of homophily on social media
The fact that similarity breeds connections, the principle of homophily, has been well-studied in existing sociology literature. Several studies have observed this phenomenon by conducting surveys on human subjects. These studies have concluded that new ties are formed between similar individuals. T...
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| Published in | World wide web (Bussum) Vol. 15; no. 2; pp. 213 - 232 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Boston
Springer US
01.03.2012
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| Subjects | |
| Online Access | Get full text |
| ISSN | 1386-145X 1573-1413 |
| DOI | 10.1007/s11280-011-0143-3 |
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| Abstract | The fact that similarity breeds connections, the principle of homophily, has been well-studied in existing sociology literature. Several studies have observed this phenomenon by conducting surveys on human subjects. These studies have concluded that new ties are formed between similar individuals. This phenomenon has been used to explain several socio-psychological concepts such as, segregation, community development, social mobility, etc. However, due to the nature of these studies and limitations because of involvement of human subjects, conclusions from these studies are not easily extensible in online social media. Social media, which is becoming the infinite space for interactions, has exceeded all the expectations in terms of growth, for reasons beyond human mind. New ties are formed in social media in the same way that they emerge in real-world. However, given the differences between real world and online social media, do the same factors that govern the construction of new ties in real world also govern the construction of new ties in social media? In other words, does homophily exist in social media? In this article, we study this extremely significant question. We propose a systematic approach by studying three online social media sites, BlogCatalog, Last.fm, and LiveJournal and report our findings along with some interesting observations. The results indicate that the influence of interest-based homophily is not a very strong leading factor for constructing new ties specifically in the three social media sites with implications to strategic advertising, recommendations, and promoting applications at large. |
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| AbstractList | The fact that similarity breeds connections, the principle of homophily, has been well-studied in existing sociology literature. Several studies have observed this phenomenon by conducting surveys on human subjects. These studies have concluded that new ties are formed between similar individuals. This phenomenon has been used to explain several socio-psychological concepts such as, segregation, community development, social mobility, etc. However, due to the nature of these studies and limitations because of involvement of human subjects, conclusions from these studies are not easily extensible in online social media. Social media, which is becoming the infinite space for interactions, has exceeded all the expectations in terms of growth, for reasons beyond human mind. New ties are formed in social media in the same way that they emerge in real-world. However, given the differences between real world and online social media, do the same factors that govern the construction of new ties in real world also govern the construction of new ties in social media? In other words, does homophily exist in social media? In this article, we study this extremely significant question. We propose a systematic approach by studying three online social media sites, BlogCatalog, Last.fm, and LiveJournal and report our findings along with some interesting observations. The results indicate that the influence of interest-based homophily is not a very strong leading factor for constructing new ties specifically in the three social media sites with implications to strategic advertising, recommendations, and promoting applications at large. |
| Author | Xu, Xiaowei Agarwal, Nitin Bisgin, Halil |
| Author_xml | – sequence: 1 givenname: Halil surname: Bisgin fullname: Bisgin, Halil organization: Applied Science Department, University of Arkansas at Little Rock – sequence: 2 givenname: Nitin surname: Agarwal fullname: Agarwal, Nitin email: nxagarwal@ualr.edu organization: Information Science Department, University of Arkansas at Little Rock – sequence: 3 givenname: Xiaowei surname: Xu fullname: Xu, Xiaowei organization: Information Science Department, University of Arkansas at Little Rock |
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| Cites_doi | 10.1086/599247 10.1073/pnas.122653799 10.1111/j.1083-6101.2006.tb00308.x 10.1016/S0378-8733(03)00009-1 10.1137/S1064827595287997 10.1002/asi.20978 10.1109/WI.2007.71 10.1016/j.bushor.2009.09.003 10.1103/PhysRevE.70.066111 10.1007/s11280-004-4872-4 10.1103/RevModPhys.74.47 10.1109/TPAMI.2007.1115 10.1146/annurev.soc.27.1.415 10.1145/1518701.1518736 10.1145/1135777.1135993 10.1145/1056808.1056919 10.1145/1401890.1401914 10.1093/sf/56.2.576 10.1145/1367497.1367586 10.1145/312624.312649 10.1002/j.1538-7305.1970.tb01770.x 10.2200/S00213ED1V01Y200907DMK001 10.1145/224170.224228 10.1093/sf/62.1.84 |
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