Year of Graduation
Success Factors of Promoting Messages in Social Networks (based on messages about V. Soloviev and J. Arkhipova conflict)
Faculty of Sociology
Today information flows in social media are crucial for various social processes and social phenomena. From the sociological perspective, it is essential to study the interactions between users, as well as the role of social media as an information and socially mobilizing factor. While the importance of information exchange processes is indisputable, the question of what exactly determines these processes remains unanswered.This work is devoted to study the success factors of promoting messages in social networks, such as «Facebook» and «Vkontakte». In this case, the term «successful promotion» is consisted of two parts: the popularity of entry (amount «likes») and the spread of post (number of «reposts»). From the previous studies, it was found out that there are two main approaches to forecasting the success promotion of messages in social networks. The first one considers the popularity in terms of structure and content of a post. Moreover, it has been already found that the successful promotion is determined only by the media type of post (the presence external links, photos or videos). Second approach is the theory of «influential endorsers», which states that «influential users» determine the success of message. However, it is not obvious what factors explain the success of message more: the media type or some characteristics of «influential user». Also, it is unclear what characteristics define these «influential» individuals. The aim of this work is to compare the degree of influence of the two types of factors (the media type of post and the characteristics of the user who spreads the messages).To achieve the final goal the following tasks were fulfilled:1. To identify the list of significant success promoting determinants from earlier researches;2. To justify the choice of the suitable topic for the data collection;3. To determine which types of user’s and media-type characteristics better forecast the message distribution (the number of «repost»);4. To determine which types of user’s and media-type characteristics better forecast the message distribution (the number of «repost»);5. To compare what factors better determine the distribution of message (the number of «reposts») and its popularity (number of «likes»);The analysis was carried out on the database of posts from social network «Vkontakte», related to the conflict of V. Solovyev and HSE student J. Arkhipova. The base is consisted of 1466 messages. Data analysis process included the construction of differentiated multiple regressions for the two parameters of «successful promotion» of message: the «popularity» and the «spread» of entry. In addition, some separated models were constructed for each group of factors: the media-type of message and the characteristics of users who posted the record. According to study's findings, it is clear that the theory of «influential endorsers» has greater predictive capabilities in comparison with the media-type model. However, these results were obtained by analyzing a singular case, which referred to rather outrageous information. The results of the following study require subsequent testing on other bases of messages, supposedly including more «daily» cases. This sets the direction for following researches within this area.