Influence in Social Networks Through Visual Analysis of Image Memes

Memes evolve and mutate through their diffusion in social media. They have the potential to propagate ideas and, by extension, products. Many studies have focused on memes, but none so far, to our knowledge, on the users that post them, their relationships, and the reach of their influence. In this article, we define a meme influence graph together with suitable metrics to visualize and quantify influence between users who post memes, and we also describe a process to implement our definitions using a new approach to meme detection based on text-to-image area ratio and contrast. After applying our method to a set of users of the social media platform Instagram, we conclude that our metrics add information to already existing user characteristics.