Measuring tie-strength in virtual social networks

Tie-strength has been in the focus of social science research for decades, yet the use of measurement tools or scales has been relatively scarce. The aim of this study was to fill the gap and provide a tool that is able to provide a quantitative and continuous measure of tie strength in social networks. The focus was on virtual communities because the fast expansion of Internet use and the constant growth of on-line communities provide today’s researchers with an excellent opportunity for effective and speedy data collection regarding tie-strength measures in these virtual social groups. The Virtual Tie-Strength Scale (VTS-Scale) consist of 11 questions and it was developed on a sample of 56 people (3080 asymmetric ties) and tested for reliability of smaller sample of 16 (204 asymmetric ties) independent sample participation regularly on a Hungarian discussion board like forum. Reliability coefficients were reassuringly high for both samples, Cronbach alphas of 0.92 and 0.86, respectively. Data triangulation offered evidence for scale validity. In summary, the VTS-Scale and its scoring method seem to provide a valid and reliable measure of tie strength in virtual communities. Although the aim of the research was to develop a tool that measures tie-strength in virtual communities, the tool can be easily modified for off-line social groups. The VTS-Scale is also capable of distinguishing between two components of tie-strength: acquaintances and friendship. However, the content of each component needs further investigation.

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