Visual social network group consensus method with improved PageRank algorithm

Abstract

Purpose

The purpose of this study is to build a consensus model of social network group decision-making (SNGDM) based on improved PageRank algorithm. By objectively and fairly measuring the evaluation ability of participants in the decision-making process, the authors can improve the fairness and authenticity of the weight solution of decision-makers (DM) in the decision-making process. This ensures the reliability of the final group consensus results.

Design/methodology/approach

This study mainly includes six parts: preference expression, calculation of DM's weight, preference aggregation, consensus measurement, opinion adjustment and alternative selection. First, Pythagorean fuzzy expression is introduced to express the preference of DMs, which expands the scope of preference expression of DMs. Second, based on the social network structure among DMs, the process of “mutual judgment” among DMs is increased to measure the evaluation ability of DMs. On this basis, the PageRank algorithm is improved to calculate the weight of DMs. This makes the process of reaching consensus more objective and fair. Third, in order to minimize the evaluation difference between groups and individuals, a preference aggregation model based on plant growth simulation algorithm (PGSA) is proposed to aggregate group preferences. Fourth, the consensus index of DMs is calculated from three levels to judge whether the consensus degree reaches the preset value. Fifth, considering the interaction of DMs in the social network, the evaluation value to achieve the required consensus degree is adjusted according to the DeGroot model to obtain the overall consensus. Finally, taking the group preference as the reference, the ranking of alternatives is determined by using the Pythagorean fuzzy score function.

Findings

This paper proposes a consensus model of SNGDM based on improved PageRank algorithm to aggregate expert preference information. A numerical case of product evaluation is introduced, and the feasibility and effectiveness of the model are explained through sensitivity analysis and comparative analysis. The results show that this method can solve the problem of reaching consensus in SNGDM.

Originality/value

Different DMs may have different judgment criteria for the same decision-making problem, and the angle and depth of considering the problem will also be different. By increasing the process of mutual evaluation of DMs, the evaluation ability of each DM is judged only from the decision-making problem itself. In this way, the evaluation opinions recognized by most DMs will form the mainstream of opinions, and the influence of corresponding DMs will increase. Therefore, in order to improve the fairness and reliability of the consensus process, this study measures the real evaluation ability of DMs by increasing the “mutual judgment” process. On this basis, the defect of equal treatment of PageRank algorithm in calculating the weight of DMs is improved. This ensures the authenticity and objectivity of the weight of DMs. That is to improve the effectiveness of the whole evaluation mechanism. This method considers both the influence of DMs in the social network and their own evaluation level. The weight of DMs is calculated from two aspects: sociality and professionalism. It provides a new method and perspective for the calculation of DM’s weight in SNGDM.

Citation

Fan, T. and Wang, Y. (2023), "Visual social network group consensus method with improved PageRank algorithm", Kybernetes, Vol. 52 No. 9, pp. 3588-3612. https://doi.org/10.1108/K-12-2021-1301