Detecting Social Media Influencers of Airline Services through Social Network Analysis on Twitter: A Case Study of the Indonesian Airline Industry

Anindito Izdihardian Wibisono, Yova Ruldeviyani

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The internet and social media are widely used tools that have acquired significant global penetration. Its far-reaching scope makes it a powerful tool for the purposes of marketing, especially in the form of 'organic' advertisement such as through social media influencers. Influencer marketing contributes positively to consumers' purchase intention, and as such, detection of users that can be considered as social media influencers is a prudent issue. This study is conducted as an attempt at detecting social media influencers relevant to the brands of several airline companies operating in Indonesia, using social network analysis with in-degree, out-degree, degree centrality, and betweenness centrality as the primary parameters. The findings of this study show that Twitter accounts with the most influence over airline services brands tend to be the official or customer care accounts of said airline companies. This implies that the presence of influencer marketing as conducted by individual influencers is an unseen presence within Indonesian Twitter.

Original languageEnglish
Title of host publication3rd 2021 East Indonesia Conference on Computer and Information Technology, EIConCIT 2021
EditorsRayner Alfred, Haviluddin Haviluddin, Aji Prasetya Wibawa, Joan Santoso, Fachrul Kurniawan, Hartarto Junaedi, Purnawansyah Purnawansyah, Endang Setyati, Herman Thuan To Saurik, Esther Irawati Setiawan, Eka Rahayu Setyaningsih, Edwin Pramana, Yosi Kristian, Kelvin Kelvin, Devi Dwi Purwanto, Eunike Kardinata, Prananda Anugrah
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages314-319
Number of pages6
ISBN (Electronic)9781665405140
DOIs
Publication statusPublished - 9 Apr 2021
Event3rd East Indonesia Conference on Computer and Information Technology, EIConCIT 2021 - Virtual, Surabaya, Indonesia
Duration: 9 Apr 202111 Apr 2021

Publication series

Name3rd 2021 East Indonesia Conference on Computer and Information Technology, EIConCIT 2021

Conference

Conference3rd East Indonesia Conference on Computer and Information Technology, EIConCIT 2021
Country/TerritoryIndonesia
CityVirtual, Surabaya
Period9/04/2111/04/21

Keywords

  • airline
  • influencer marketing
  • social media analytics
  • social network analysis
  • Twitter

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