MEASURING AFFINITY LEVELS VIA PASSIVE AND ACTIVE INTERACTIONS

Systems and methods for the measuring of affinity levels via passive and active interactions are provided. A first group of users are selected from a plurality of possible groups of users. Affinity levels are measured among the users of the first group, the affinity levels based at least partially on both passive and active interactions between an electronic device of a first user and electronic devices of users in the first group. The first user is added to the first group based on the affinity levels.