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The ties that bind: Social network principles in online communities.
Alan Fco. Diaz Hernandez
Prof. Dr. Eduard Heindl
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ContentFirst part
-Keywords-Introduction -Background-Network theory and
social capital
Second part -Slashdot -Model and hypothesis -User conduct-Hypothesis 1,2,3,4 -Research design and
data-Results-Conclusions
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What is a SOCIAL NETWORK?
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Keywords. Online communities.
Social Capital.
Structural Holes.
Reputation Systems .
Web 2.0
Ronald Stuart Burt
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Introduction. Web 2.0 (Wikipedia, Facebook, Slashdot).
The client is faceless.
Online social networks had become a parallel world to many people.
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Social network theory's. Online social
networks.
BrokerageClosure.
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Background.
Can a online social network which is not much more than a network be considered an organization?
Aristoteles.Granovetter.
Ouchi.
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Network theory and social capital.
Social Network Social capital
Online Social networks. ex. TWITTER
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Network Theory.
Burt Theory of social capital in network by focusing on the presence or absence of structural holes.
BROKERAGE vs. CLOSURE
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CLOSURE vs. BROKERAGE.
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Studies (Brokerage). Burt The social capital of French and American
managers.
Zaheer y bell Benefiting from network position: firm capabilities, structural holes, and performance.
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Studies (Closure). Ashleight y Nandhakumar Trust and
technologies.
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So which one it´s better????
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Closure Brokerage
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Second partStudy for the site Slashdot.
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Site which provides news of technology founded in 1997.
How it works?
What´s “KARMA”.
2002Online social network.
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Model and hypotheses The relationship between network structure
and social capital.
Social capital KARMA Brokerage High between ness/low
constraint.
Closure Low between ness/High constraint.
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Users conduct Constraint Between-ness
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Research design and data. 6000 users with over 200,000
relationships.
Standard regression of several variables like: comments, friend ratio, foe ratio and karma.
Using UCINET.
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Results.
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Results. Respond Hypothesis 1.
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Results. Respond Hypothesis 2.
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Results. Respond Hypothesis 3.
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Results. Respond Hypothesis 4.
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Conclusion Structural Holes have an important role
in a social network.
Brokerage lower levels of karma. Closure higher levels of karma.
Based on advertising.
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Conclusion
High Karma Lower Karma
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Questions?
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Results
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How is karma generated?.
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Hypothesis 1.A.-Most participants of the site will exhibit both
low between-ness and low constraint.
B.-There will be more participants with high constraint measures than with high between-ness measures.
C.-There will be few individuals who score highly in both constraint and between-ness.
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Hypothesis 2.A.-High between-ness and high constraint are
individually associated with high social capital.
B.-High between-ness and high constraint are jointly associated with high social capital.
C.-High constraint is more associated with high social capital than is high between-ness.
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Hypothesis 3.A.-Between-ness is inversely related to
participation intensity.
B.-Constraint is directly related to participation intensity.
C.-Network investment moderates the relationship between both between-ness and constraint and social capital.
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Hypothesis 4.A.-Positive outcomes from between-ness are
more significant to those with high social capital.
B.-Positive outcomes from constraint are more significant to those with low social capital.