The dynamic evolution of social ties and user-generated content: a case study on a Douban group

As platforms based on user-generated content (UGC), social media platforms emphasise the social ties between users and user participation, which promote the communication and propagation of ideas and help to build and maintain relationships. However, many researchers have studied only predefined social networks, such as academic social networks. We believe that there are certain characteristics associated with the network’s UGC worth evaluating. We conducted research in communities in which content attracts discussion and new members and examined the evolution patterns of social and content networks in a topic-oriented Douban group. Datasets of user and content information in communities of interest were collected through web crawler software. Networks based on social and content ties were constructed and analysed. We chose scale, density, centrality, average path length and cluster coefficient as measures for exploring the evolution and correlation of both types of networks. These findings are valuable for social media marketing and helpful in directing and controlling public opinion.