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Online social networks have become incredibly popular in recent years, whichprompts an increasing number of companies to promote their brands and productsthrough social media. This paper presents an approach for identifyinginfluential nodes in online social network for brand communication. We firstconstruct a weighted network model for the users and their relationshipsextracted from the brand-related contents. We quantitatively measure theindividual value of the nodes in the community from both the network structureand brand engagement aspects. Then an algorithm for identifying the influentialnodes from the virtual brand community is proposed. The algorithm evaluates theimportance of the nodes by their individual values as well as the individualvalues of their surrounding nodes. We extract and construct a virtual brandcommunity for a specific brand from a real-life online social network as thedataset and empirically evaluate the proposed approach. The experimentalresults have shown that the proposed approach was able to identify influentialnodes in online social network. We can get an identification result with higherratio of verified users and user coverage by using the approach.

Identify Influential Nodes in Online Social Network for Brand Communication