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A missing value approach to social network data: “Dislike” or “Nothing”?

Author

Listed:
  • Paolo Mariani

    (University of Milano-Bicocca)

  • Andrea Marletta

    (University of Milano-Bicocca)

  • Mauro Mussini

    (University of Milano-Bicocca)

  • Mariangela Zenga

    (University of Milano-Bicocca)

  • Erika Grammatica

    (University of Milano-Bicocca)

Abstract

In recent years, the collection of data from social networks has increased sharply due to the diffusion of the internet and portable electronic devices. Data from social networks may represent a useful information source to investigate user opinions on web pages. Social network users can declare their preferences by clicking “Like” on a web page. This paper focuses on user’s “Likes” on social network pages by collecting the information given by users to social network pages with similar contents. Building on the user’s propensity to “Like” pages with analogous content, we suggest a procedure to assign a plausible opinion to pages that the user did not “Like.” Using this procedure, the absence of “Like” on a social network page is assigned with a negative (“Dislike”) or a neutral (“Nothing”) opinion. An application of the approach to data from social network pages on Italian television channels is shown.

Suggested Citation

  • Paolo Mariani & Andrea Marletta & Mauro Mussini & Mariangela Zenga & Erika Grammatica, 2020. "A missing value approach to social network data: “Dislike” or “Nothing”?," Computational Management Science, Springer, vol. 17(4), pages 569-583, December.
    • Handle: RePEc:spr:comgts:v:17:y:2020:i:4:d:10.1007_s10287-020-00381-6
    DOI: 10.1007/s10287-020-00381-6
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    References listed on IDEAS

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    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. John B. Carlin & Ning Li & Philip Greenwood & Carolyn Coffey, 2003. "Tools for analyzing multiple imputed datasets," Stata Journal, StataCorp LP, vol. 3(3), pages 226-244, September.
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