Based on the perspectives of information resource management and social capital measurement, this paper studies how influential users acquire, accumulate, and use their social capital in social networks to explore the general rules, which enterprises use influential users’ relative competitiveness in their topic areas of expertise to advertise precisely. The paper describes the social capital differences among influential users by introducing and calculating users’ relative social capital. Results show that user’s social capital values in different fields are dissimilar, and the scope and intensity of social capital among different users are relative. The proposed method is proved to be effective and reasonable.
He, Jianmin; Wei, Suxia; Xin, Linyi; Han, Maoxin; and Liu, Yezheng, "Entropy Weight Measure Model of Online Influential Users’ Relative Social Capital" (2016). ICEB 2016 Proceedings. 20.