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Modelling and Data Analysis
2025. Vol. 15, no. 2, 7–26
doi:10.17759/mda.2025150201
ISSN: 2219-3758 / 2311-9454 (online)

Comparative analysis of centrality measures for identifying key agents in the network of regional marketing communities

 
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Abstract

The article presents a comparative analysis of basic centrality measures (degree centrality, closeness centrality, betweenness centrality, eigenvector centrality, PageRank, and Katz centrality) to identify influential agents in the network of regional marketing communities. The study is based on data from marketing communities in Arkhangelsk, collected through the API of the «VKontakte» platform. The analysis revealed that the network has a pronounced cluster structure and contains hub nodes that ensure its connectivity. Based on the centrality distributions, an assessment of the resilience of the marketing community network was conducted, identifying groups of key nodes that play a significant role in information dissemination.

General Information

Keywords: social influence, centrality measures, network analysis, marketing communities, network resilience analysis

Journal rubric: Data Analysis

Article type: scientific article

DOI: https://doi.org/10.17759/mda.2025150201

Received 18.03.2025

Accepted

Published

For citation: Antonov, A.V., Stirmanova, R.S. (2025). Comparative analysis of centrality measures for identifying key agents in the network of regional marketing communities. Modelling and Data Analysis, 15(2), 7–26. (In Russ.). https://doi.org/10.17759/mda.2025150201

© Antonov A.V., Stirmanova R.S., 2025

License: CC BY-NC 4.0

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Information About the Authors

Anatoliy V. Antonov, Master's student at the Department of Higher and Applied Mathematics, Northern (Arctic) Federal University named after M. V. Lomonosov, Arkhangelsk, Russian Federation, ORCID: https://orcid.org/0009-0009-0187-2410, e-mail: s3519008@edu.narfu.ru

Raisa S. Stirmanova, PhD student at the Department of Higher and Applied Mathematics, Northern (Arctic) Federal University named after M. V. Lomonosov, Arkhangelsk, Russian Federation, ORCID: https://orcid.org/0000-0001-9819-0890, e-mail: r.s.stirmanova@gmail.com

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