Evaluating the Dissemination Impact of Social Networks based on an Entropy and Analytic Hierarchy Process Hybrid Model

DOI

10.2991/icesem-17.2017.95How to use a DOI?

Keywords

dissemination impact; social networks; entropy weight; analytic hierarchy process

Abstract

Nowadays, social networks greatly affect people's daily life. However, the need to evaluate the dissemination impact of social networks based on multiple criteria has become a necessity. In this paper, the authors construct an evaluation index system, develop an entropy and Analytic Hierarchy Process hybrid model, and derive the priority among the alternative social networks, including Facebook, Twitter, Snapchat, Wechat and Sina Microblogging, based on the bybrid weight, which is determined by the entropy weight and Analytic Hierarchy Process weight. The results reveal that the impact of social networks is influenced by several key performance indicators, including the number of daily active users (DAU), the growth rate of DAU, the average number of messages released per day, net profit, and market value. The study shed some lights on multi-criteria decision making in social networks.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qin Wang
AU  - Zisheng Liu
AU  - Xiaoli Wang
AU  - Jian Xue
PY  - 2017/10
DA  - 2017/10
TI  - Evaluating the Dissemination Impact of Social Networks based on an Entropy and Analytic Hierarchy Process Hybrid Model
BT  - Proceedings of the 2017 International Conference on Education Science and Economic Management (ICESEM 2017)
PB  - Atlantis Press
SP  - 428
EP  - 431
SN  - 2352-5398
UR  - https://doi.org/10.2991/icesem-17.2017.95
DO  - 10.2991/icesem-17.2017.95
ID  - Wang2017/10
ER  -