TY - GEN
T1 - Detecting Social Media Influencers of Airline Services through Social Network Analysis on Twitter
T2 - 3rd East Indonesia Conference on Computer and Information Technology, EIConCIT 2021
AU - Wibisono, Anindito Izdihardian
AU - Ruldeviyani, Yova
N1 - Publisher Copyright:
© 2021 IEEE.
PY - 2021/4/9
Y1 - 2021/4/9
N2 - 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.
AB - 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.
KW - airline
KW - influencer marketing
KW - social media analytics
KW - social network analysis
KW - Twitter
UR - http://www.scopus.com/inward/record.url?scp=85107283560&partnerID=8YFLogxK
U2 - 10.1109/EIConCIT50028.2021.9431876
DO - 10.1109/EIConCIT50028.2021.9431876
M3 - Conference contribution
AN - SCOPUS:85107283560
T3 - 3rd 2021 East Indonesia Conference on Computer and Information Technology, EIConCIT 2021
SP - 314
EP - 319
BT - 3rd 2021 East Indonesia Conference on Computer and Information Technology, EIConCIT 2021
A2 - Alfred, Rayner
A2 - Haviluddin, Haviluddin
A2 - Wibawa, Aji Prasetya
A2 - Santoso, Joan
A2 - Kurniawan, Fachrul
A2 - Junaedi, Hartarto
A2 - Purnawansyah, Purnawansyah
A2 - Setyati, Endang
A2 - Saurik, Herman Thuan To
A2 - Setiawan, Esther Irawati
A2 - Setyaningsih, Eka Rahayu
A2 - Pramana, Edwin
A2 - Kristian, Yosi
A2 - Kelvin, Kelvin
A2 - Purwanto, Devi Dwi
A2 - Kardinata, Eunike
A2 - Anugrah, Prananda
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 9 April 2021 through 11 April 2021
ER -