Using Social Network Analysis to Identify User Preferences for Cultural Events

  • Stevan Milovanović
  • Zorica Bogdanović
  • Aleksandra Labus
  • Dušan Barać
  • Marijana Despotović-Zrakić
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 745)


The subject of this paper is social network analysis and its possible application in the field of culture. The main goal is to investigate the potentials of social network analysis for detecting user profiles and preferences regarding the certain types of cultural events. Data was collected through a mobile application and a survey. The results were analyzed using Ucinet and Vosviewer tools. The results reveal three clusters of events, as well as the most influential users and their preferences towards certain types of cultural events. The obtained results can be used to define future marketing activities, such as customization of offers regarding the identified users’ preferences.


Social computing Social network analysis User preferences Cultural events 



Authors are thankful to Ministry of education, science and technological development, Republic of Serbia, grant 174031.


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Stevan Milovanović
    • 1
  • Zorica Bogdanović
    • 1
  • Aleksandra Labus
    • 1
  • Dušan Barać
    • 1
  • Marijana Despotović-Zrakić
    • 1
  1. 1.Faculty of Organizational SciencesUniversity of BelgradeBelgradeSerbia

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