Abstract

RAMIREZ PEREZ, José Felipe; CORCHADO LOPEZ DEL CASTILLO, Dariel  and  MOREJON VALDES, Maylevis. Algorithm for measurement and analysis of authority and influence of users in social and professional networks. PAAKAT: rev. tecnol. soc. [online]. 2021, vol.11, n.21, 00004.  Epub Nov 05, 2021. ISSN 2007-3607.  https://doi.org/10.32870/pk.a11n21.598.

The measurement and analysis of the authority and influence exercised by a person in an organization or social network, be it formal or informal, has been the subject of numerous researches in several fields of science. At present, this phenomenon has taken on greater connotation due to its irruption in the digital space and the importance of having this knowledge for decision-making in spheres such as politics, education and the dissemination of information. In this research, an algorithm was developed for the measurement and analysis of the authority and influence of users in social and professional networks. The study had a mixed approach, with correlational scope and experimental design. A random sample n = 30 specialists was used, which was carried out between May 2019 and October 2020. It was based on the premise that, in order to carry out an adequate measurement and analysis of authority and influence, the structure of the graph must be considered that represents the social network and the interactions that occur between users. As a result, the Total Authority algorithm is developed, a computer tool for the generation of the graph and a case study, which evaluates its relevance, operation and applicability, which shows satisfactory results in its comparison with the HITS algorithm and a sociogram.

Keywords : Algorithm; authority; influence; instant messaging; social media; social network analysis..