Social Network and
Modelling
Unit -4
Based on – “Matthew Ganis, Avinash Kohirkar, Social Media Analytics:
Techniques and Insights for Extracting Business Value Out of Social
Media Pearson 2016”
Presenter Name – Shiv Tripathi
April 2025
,Social Contexts: Affiliation and Identity
Affiliation:
• Refers to the group memberships, common interests, o
shared activities among users in a social network.
• Individuals are often influenced by the groups they
associate with.
• Example: A user follows a fitness community on
Instagram and regularly engages with health-related
posts.
• Importance in Social Media Analytics: Helps in
identifying user segments, customizing content, and
improving recommendation systems.
, Social Contexts: Affiliation and Identity
Identity:
• Represents how individuals present themselves online
shaped by demographics, behavior, preferences, and
connections.
• Example: A user’s profile details (location, age,
interests) influence the type of content they see and h
others interact with them.
• Used in personalization algorithms and targeted
marketing.
Modelling
Unit -4
Based on – “Matthew Ganis, Avinash Kohirkar, Social Media Analytics:
Techniques and Insights for Extracting Business Value Out of Social
Media Pearson 2016”
Presenter Name – Shiv Tripathi
April 2025
,Social Contexts: Affiliation and Identity
Affiliation:
• Refers to the group memberships, common interests, o
shared activities among users in a social network.
• Individuals are often influenced by the groups they
associate with.
• Example: A user follows a fitness community on
Instagram and regularly engages with health-related
posts.
• Importance in Social Media Analytics: Helps in
identifying user segments, customizing content, and
improving recommendation systems.
, Social Contexts: Affiliation and Identity
Identity:
• Represents how individuals present themselves online
shaped by demographics, behavior, preferences, and
connections.
• Example: A user’s profile details (location, age,
interests) influence the type of content they see and h
others interact with them.
• Used in personalization algorithms and targeted
marketing.
