Neuro-semantic prediction of user decisions to contribute content to online social networks

Abstract

Understanding at microscopic level the generation of contents in an online social network (OSN) is highly desirable for an improved management of the OSN and the prevention of undesirable phenomena, such as online harassment. Content generation, i.e., the decision to post a contributed content in the OSN, can be modeled by neurophysiological approaches on the basis of unbiased semantic analysis of the contents already published in the OSN. This paper proposes a neuro-semantic model composed of (1) an extended leaky competing accumulator (ELCA) as the neural architecture implementing the user concurrent decision process to generate content in a conversation thread of a virtual community of practice, and (2) a semantic modeling based on the topic analysis carried out by a latent Dirichlet allocation (LDA) of both users and conversation threads. We use the similarity between the user and thread semantic representations to built up the model of the interest of the user in the thread contents as the stimulus to contribute content in the thread. The semantic interest of users in discussion threads are the external inputs for the ELCA, i.e., the external value assigned to each choice.. We demonstrate the approach on a dataset extracted from a real life web forum devoted to fans of tinkering with musical instruments and related devices. The neuro-semantic model achieves high performance predicting the content posting decisions (average F score 0.61) improving greatly over well known machine learning approaches, namely random forest and support vector machines (average F scores 0.19 and 0.21).