Loyalty in Online Communities

Loyalty is an essential component of multi-community engagement. When users have the choice to engage with a variety of different communities, they often become loyal to just one, focusing on that community at the expense of others. However, it is unclear how loyalty is manifested in user behavior, or whether loyalty is encouraged by certain community characteristics. In this paper we operationalize loyalty as a user-community relation: users loyal to a community consistently prefer it over all others; loyal communities retain their loyal users over time. By exploring this relation using a large dataset of discussion communities from Reddit, we reveal that loyalty is manifested in remarkably consistent behaviors across a wide spectrum of communities. Loyal users employ language that signals collective identity and engage with more esoteric, less popular content, indicating they may play a curational role in surfacing new material. Loyal communities have denser user-user interaction networks and lower rates of triadic closure, suggesting that community-level loyalty is associated with more cohesive interactions and less fragmentation into subgroups. We exploit these general patterns to predict future rates of loyalty. Our results show that a user's propensity to become loyal is apparent from their first interactions with a community, suggesting that some users are intrinsically loyal from the very beginning.Comment: Extended version of a paper appearing in the Proceedings of ICWSM 2017 (with the same title); please cite the official ICWSM versio

Mining user development signals for online community churner detection

Churners are users who stop using a given service after previously signing up. In the domain of telecommunications and video games, churners represent a loss of revenue as a user leaving indicates that they will no longer pay for the service. In the context of online community platforms (e.g., community message boards, social networking sites, question--answering systems, etc.), the churning of a user can represent different kinds of loss: of social capital, of expertise, or of a vibrant individual who is a mediator for interaction and communication. Detecting which users are likely to churn from online communities, therefore, enables community managers to offer incentives to entice those users back; as retention is less expensive than re-signing users up. In this article, we tackle the task of detecting churners on four online community platforms by mining user development signals. These signals explain how users have evolved along different dimensions (i.e., social and lexical) relative to their prior behaviour and the community in which they have interacted. We present a linear model, based upon elastic-net regularisation, that uses extracted features from the signals to detect churners. Our evaluation of this model against several state of the art baselines, including our own prior work, empirically demonstrates the superior performance that this approach achieves for several experimental settings. This article presents a novel approach to churn prediction that takes a different route from existing approaches that are based on measuring static social network properties of users (e.g., centrality, in-degree, etc.)

Beautiful and damned. Combined effect of content quality and social ties on user engagement

User participation in online communities is driven by the intertwinement of the social network structure with the crowd-generated content that flows along its links. These aspects are rarely explored jointly and at scale. By looking at how users generate and access pictures of varying beauty on Flickr, we investigate how the production of quality impacts the dynamics of online social systems. We develop a deep learning computer vision model to score images according to their aesthetic value and we validate its output through crowdsourcing. By applying it to over 15B Flickr photos, we study for the first time how image beauty is distributed over a large-scale social system. Beautiful images are evenly distributed in the network, although only a small core of people get social recognition for them. To study the impact of exposure to quality on user engagement, we set up matching experiments aimed at detecting causality from observational data. Exposure to beauty is double-edged: following people who produce high-quality content increases one's probability of uploading better photos; however, an excessive imbalance between the quality generated by a user and the user's neighbors leads to a decline in engagement. Our analysis has practical implications for improving link recommender systems.Comment: 13 pages, 12 figures, final version published in IEEE Transactions on Knowledge and Data Engineering (Volume: PP, Issue: 99

Finding Influential Users in Social Media Using Association Rule Learning

Influential users play an important role in online social networks since users tend to have an impact on one other. Therefore, the proposed work analyzes users and their behavior in order to identify influential users and predict user participation. Normally, the success of a social media site is dependent on the activity level of the participating users. For both online social networking sites and individual users, it is of interest to find out if a topic will be interesting or not. In this article, we propose association learning to detect relationships between users. In order to verify the findings, several experiments were executed based on social network analysis, in which the most influential users identified from association rule learning were compared to the results from Degree Centrality and Page Rank Centrality. The results clearly indicate that it is possible to identify the most influential users using association rule learning. In addition, the results also indicate a lower execution time compared to state-of-the-art methods

Modeling Attrition in Organizations from Email Communication

Abstract—Modeling people’s online behavior in relation to their real-world social context is an interesting and important research problem. In this paper, we present our preliminary study of attrition behavior in real-world organizations based on two online datasets: a dataset from a small startup (40+ users) and a dataset from one large US company (3600+ users). The small startup dataset is collected using our privacy-preserving data logging tool, which removes personal identifiable information from content data and extracts only aggregated statistics such as word frequency counts and sentiment features. The privacy-preserving measures have enabled us to recruit participants to support this study. Correlation analysis over the startup dataset has shown that statistically there is often a change point in people’s online behavior, and data exhibits weak trends that may be manifestation of real-world attrition. Same findings are also verified in the large company dataset. Furthermore, we have trained a classifier to predict real-world attrition with a moderate accuracy of 60-65 % on the large company dataset. Given the incompleteness and noisy nature of data, the accuracy is encouraging. I

Analysis of group evolution prediction in complex networks

In the world, in which acceptance and the identification with social communities are highly desired, the ability to predict evolution of groups over time appears to be a vital but very complex research problem. Therefore, we propose a new, adaptable, generic and mutli-stage method for Group Evolution Prediction (GEP) in complex networks, that facilitates reasoning about the future states of the recently discovered groups. The precise GEP modularity enabled us to carry out extensive and versatile empirical studies on many real-world complex / social networks to analyze the impact of numerous setups and parameters like time window type and size, group detection method, evolution chain length, prediction models, etc. Additionally, many new predictive features reflecting the group state at a given time have been identified and tested. Some other research problems like enriching learning evolution chains with external data have been analyzed as well