Multiple criteria decision modeling in social networks: An application to identify opinion leaders in online public opinion events

Abstract

For online public opinion events, the misconduct of opinion leaders can easily lead to the spread of negative public opinion, which in turn can adversely affect real society. In order to minimize this adverse impact to the greatest extent, this paper uses social network analysis to explore the attributes of individuals, features of network structure, and social relationships between decision makers (DMs). It constructs the structural system of evaluation criteria and a multiple criteria decision model to comprehensively and reasonably identify opinion leaders. It additionally considers the importance of criteria and the interaction among them. The hierarchical structure is combined with the evaluation level to construct a precise structural system of criteria. To handle the interaction, the Choquet integral is applied as the preference model. Based on the disaggregation principle, a generalized hierarchical level dependent Choquet integral is developed to reproduce additional preference information provided by decision analysts (DAs) and aggregate evaluation values of DMs on multiple interacting criteria. Then, the relevant indices of this integral and the preference information are applied to robust ordinal regression to mine rich preference relations among DMs. Furthermore, the hierarchical level dependent Choquet integral-driven multiple criteria decision model is proposed to rank DMs and identify opinion leaders. Finally, a numerical example and two real datasets validate the effectiveness and advantages of the proposed decision model.