讲座主题：An Introduction to Social Network Analysis Methods
主讲人：马龙 国际商学院助理教授
讲座介绍：
Social network analysis (SNA) methods have been widely applied in many disciplines, such as sociology, management, communication, finance, computer science, etc. This is partly attributed to the changing nature of data collected for current research, as the subjects (e.g., users in social networking sites, posts in social media) are connected and influenced by each other. This is contradictory to the basic assumption in classical inferential statistics (e.g., OLS regression) in which the subjects are supposed to be independent from each other. As a result, traditional inferential statistics are not applicable to handle social network data. Instead, SNA methods have been developed to deal with the situation whereby the subjects are connected with and impacted by each other. In this seminar, I will introduce some basic concepts about SNA methods (such as density, centrality and power, position and roles, clusters) as well as some statistical tools for inferential analysis (such as permutation, QAP, ERGM) in the context of network data.
主讲人介绍：
Dr. Long Ma has a PhD in Information Studies from Nanyang Technological University in Singapore. He is currently an assistant professor at International Business School of Zhejiang Gongshang University in China. His research interests include innovation diffusion, social media usage, and social network analysis. His current research projects are related to the diffusion of educational innovations in developing countries [Grant No.: 21NDJC076YB] and brand page marketing in social media [Grant No.: LY20G020007]. His work has been published in several international journals including Journal of Computer Assisted Learning, Journal of Educational Computing Research, Journal of Engineering and Technology Management, Computers in Human Behavior, etc.