Opinion Leaders Discovery in Social Networking Site Based on the Theory of Propagation Probability

In recent years, with the rapid development of social networks, more and more researchers have focused on the discovery of opinion leaders in the social network. The social network site (SNS) is a typical social network. Whereby identifying the opinion leaders in the community, enterprises can carry out more targeted marketing activities, and the government can also use opinion leaders to guide the trend of public opinion. However, due to the high complexity of social network and the randomness and contingency of behaviors of opinion leaders, it is a challenging job to find opinion leaders in the network. Based on the perspective of communication, this paper constructs a social network based on the probability of communication, and builds a PCA-SNA recognition model of opinion leaders combined with social network analysis. Empirical studies show that the model is valid on opinion leader discovery in SNS, and promisingly to be generalized and popularized.