Modeling social influence through network autocorrelation:Constructing the weight matrix

Many physical and social phenomena are embedded within networks of interdependencies, the so-called 'context' of these phenomena. In network analysis, this type of process is typically modeled as a network autocorrelation model. Parameter estimates and inferences based on autocorrelation models, hinge upon the chosen specification of weight matrix W, the elements of which represent the influence pattern present in the network. In this paper I discuss how social influence processes can be incorporated in the specification of W. Theories of social influence center around 'communication' and 'comparison'; it is discussed how these can be operationalized in a network analysis context. Starting from that, a series of operationalizations of W is discussed. Finally, statistical tests are presented that allow an analyst to test various specifications against one another or pick the best fitting model from a set of models. (C) 2002 Elsevier Science B.V. All rights reserved.