The Secret of Internet Celebrities: A Qualitative Study of Online Opinion Leaders on Weibo

Internet celebrities are widely observable on social media platforms and are an essential component to a social media marketing program. Drawing on the media success literature and online influencer research, this study reflects Internet celebrities’ fame-seeking practices and discusses on three issues from literature: definition of Internet celebrities, Internet celebrities’ identification criteria and what factors can contribute to individual online influence. A series of interview from three Internet celebrities and three followers of each celebrity were conducted to enrich this study. The results show that Internet celebrities are people who have become famous by means of Internet, and have the ability to influence others. They are characterized as having a certain number of followers; high level of interactivity on their profile; and promising business value. Moreover, this study suggests a five-dimensional perspective to understand individual online influence. We believe that these findings provide new insights for interpretation of Internet celebrities and suggest a possible success formula for fame-seekers to achieve influence on the increasingly competitive social media platforms

A structured mechanism for identifying political influencers on social media platforms : top 10 Saudi political Twitter users

Social media networks, such as Twitter, offer the perfect opportunity to either positively or negatively affect political attitudes on large audiences. The existence of influential users who have developed a reputation for their knowledge and experience of specific topics is a major factor contributing to this impact. Therefore, knowledge of the mechanisms to identify influential users on social media is vital for understanding their effect on their audience. The concept of the influential user is related to the concept of opinion leaders' to indicate that ideas first flow from mass media to opinion leaders and then to the rest of the population. Hence, the objective of this research was to provide reliable and accurate structural mechanisms to identify influential users, which could be applied to different platforms, places, and subjects. Twitter was selected as the platform of interest, and Saudi Arabia as the context for the investigation. These were selected because Saudi Arabia has a large number of Twitter users, some of whom are considerably active in setting agendas and disseminating ideas. The study considered the scientific methods that have been used to identify public opinion leaders before, utilizing metrics software on Twitter. The key findings propose multiple novel metrics to compare Twitter influencers, including the number of followers, social authority and the use of political hashtags, and four secondary filtering measures. Thus, using ratio and percentage calculations to classify the most influential users, Twitter accounts were filtered, analyzed and included. The structured approach is used as a mechanism to explore the top ten influencers on Twitter from the political domain in Saudi Arabia

Online Content Popularity in the Twitterverse: A Case Study of Online News

With the advancement of internet technology, online news content has become very popular. People can now get live updates of the world's news through online news sites. Social networking sites are also very popular among Internet users, for sharing pictures, videos, news links and other online content. Twitter is one of the most popular social networking and microblogging sites. With Twitter's URL shortening service, a news link can be included in a tweet with only a small number of characters, allowing the rest of the tweet to be used for expressing views on the news story. Social links can be unidirectional in Twitter, allowing people to follow any person or organization and get their tweet updates, and share those updates with their own followers if desired. Through Twitter thousands of news links are tweeted every day. Whenever there is a popular new story, different news sites will publish identical or nearly identical versions (``clones'') of that story. Though these clones have the same or very similar content, the level of popularity they achieve may be quite different due to content agnostic factors such as influential tweeters, time of publication and the popularities of the news sites. It is very important for the content provider site to know about which factor plays a important role to make their news link popular. In this thesis research, a data set is collected containing the tweets made for the 218 members of 25 distinct sets of news story clones. The collected data is analyzed with respect to basic popularity characteristics concerning number of tweets of various types, relative publication times of clone set members, tweet timing and number of tweeter followers. Then, several other factors are investigated to see their impact in making some news story clones more popular than others. It is found that multiple content-agnostic factors i.e. maximum number of followers, self promotional tweets plays an impact on news site's stories overall popularity, and a first step is taken at quantifying their relative importance