Social Interactions Representation as Users Behavioral Contingencies and Evaluation in Social Networks

In social network analysis, models for the representation of user´s interactions do not explain which actions are performed during social interactions, and which types of media are used in the interactions. We present a novel technique for the representation of social interactions as users´ behavioral contingencies in the form of if-then rules, and for the evaluation of the contingencies using data mining procedures. We present the results of applying our technique in a group of Facebook users, identifying the social interactions in which users were more involved the most.