Hashtag of Instagram: From Folksonomy to Complex Network

Abstract

The Instagram is a social network for smartphones created in 2010 and acquired by Facebook in 2012. It currently has more than 300 million registered users and allows for the immediate upload of images (square, inspired by Polaroid), to which users can associate hashtags and comments. Moreover, connections can be created between users that share the same interests. In our work, we intend to analyze the hashtags entered by users: the use of such hashtags, as it happens in other social networks like Twitter, generates a folksonomy, that is a user-driven classification of information. We intend to map that folksonomy as a complex network to which we can associate all the typical analysis and evaluations of such a mathematical model. Our purpose is to use the resulting complex network as a marketing tool, in order to improve brand or product awareness.