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

<p>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.</p>