Relationship Between Information Propagation Efficiency and its Influence Factors in Online Social Network

Online social network is playing a more and more important role in the spread of information. By taking a total of more than 2000 micro-blogs from Sina micro-blog website as samples, we try to find the relationship of propagation efficiency and its influence factors of different kind of micro-blog. In order to do the correlation analysis and partial correlation analysis, we take the number of user's attentions, the number of user's fans, the number of user's micro-blogs, the publication time of micro-blog, the classification number of micro-blog as independent variables, and take the propagation efficiency of micro-blog as dependent variable. The analysis results show: the propagation efficiency of micro-blog gradually decreases over time; the propagation efficiency in the first day is much higher than the next six days; the number of the user's attentions and the total number of the user's published micro-blog are negatively correlated with the propagation efficiency of micro-blog; the number of user's fans is positively correlated with the propagation efficiency of micro-blog; there is no significant correlation between the propagation efficiency and the publication time of micro-blog.