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SocialNetworkAnalysis: CentralityMeasures

Social Network Analysis: Centrality MeasuresDonglei of Business Administration, University of New Brunswick, NB Canada FrederictonE3B 9Y2 Donglei Du (UNB)Social Network Analysis1 / 85 Table of contents1 Centrality measuresDegree centralityCloseness centralityBetweenness centralityEigenvectorPageRank2 Comparison among centrality measures3 ExtensionsExtensions to weighted networkExtensions to bipartitie networkExtensions to dynamic networkExtensions to hypergraph4 AppendixTheory of non-negative, irreducible, and primitive matrices:Perron-Frobenius theorem (Luenberger, 1979)-Chapter 6 Donglei Du (UNB)Social Network Analysis2 / 85 What is centrality? ICentrality measures address the question:"Who is the most important or central person in thisnetwork?"There are many answers to this question, depending on what wemean by to Scott Adams, the power a person holds in theorganization is inversely proportional to the number of keys onhis janitor has keys to every office, and no CEO does not need a key: people always open the door are a vast number of different centrality measures thathave been proposed over the Du (UNB)Social Network Analysis4 / 85 What is centrality?

SocialNetworkAnalysis: CentralityMeasures DongleiDu (ddu@unb.ca) Faculty of Business Administration, University of New Brunswick, NB Canada Fredericton

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