Mapping user relationships for health information diffusion on microblogging in China: A social network analysis of Sina Weibo

Abstract

This study applies social network analysis to examining the pattern of relationships among networked users on Sina Weibo, the most popular social networking site in China. Focusing on verified (or V-) users and ordinary (non-V-) users, this study maps three centrality attributes of the social network, in terms of in/out degree, closeness, betweenness, along with cliques, in the dissemination and sharing of health-related information in the virtual community. Findings reveal a ‘spider web’ pattern of relationship among 50 V-users and 50 non-V-users during a regular period of time, highlighting the dominant position of the V-users for health-related information diffusion. Data analysis then reports a ‘drifting dandelion’ pattern of network among those who shared the information about a health-related incident on Weibo. This study also provides further information about the topical categories of health-related messages shared during the regular period as well as the topics concerning the incident. The implications of social networking media for health communication are also discussed.