UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 5 Issue 10
October-2018
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIRFR06063


Registration ID:
501011

Page Number

318-322

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Title

Usage of Tie Strength within Social Media Advertising

Abstract

Social media treats all users the same trusted friend or total stranger, with little or nothing in between. In reality, relationships fall everywhere along this spectrum, a topic social science has investigated for decades under the theme of tie strength. The social support offered by strong ties can actually improve mental health. Banks that find the right mix of weak and strong ties to other firms tend to get better financial deals. It has also been shown that weak ties, as opposed to strong ones, benefit job-seekers. However, socioeconomic class reverses this effect: job-seekers from lower socioeconomic backgrounds often rely heavily on strong ties. Our work bridges this gap between theory and practice. In this paper, we present a predictive model that maps social media data to tie strength. The model builds on a dataset of over 3,000 social media ties and performs quite well, distinguishing between strong and weak ties with over 86% accuracy. We complement these quantitative findings with interviews that unpack the relationships we could not predict. The paper concludes by illustrating how modeling tie strength can improve social media design elements, including privacy controls, message routing, friend introductions and information prioritization.

Key Words

Facebook, Model, Media Information, Tie Strength, Social Media.

Cite This Article

"Usage of Tie Strength within Social Media Advertising", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.318-322, October-2018, Available :http://www.jetir.org/papers/JETIRFR06063.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"Usage of Tie Strength within Social Media Advertising", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp318-322, October-2018, Available at : http://www.jetir.org/papers/JETIRFR06063.pdf

Publication Details

Published Paper ID: JETIRFR06063
Registration ID: 501011
Published In: Volume 5 | Issue 10 | Year October-2018
DOI (Digital Object Identifier):
Page No: 318-322
Country: -, -, India .
Area: Engineering
ISSN Number: 2349-5162
Publisher: IJ Publication


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