Social Network Analysis of Twitter Users on BTS Topic Using Degree Centrality, Betweenness Centrality, and Closeness Centrality
Abstract
Nowadays, a trademark is starting to be built through content on social media by involving influencers whose roles are increasingly needed in digital marketing. Hence, finding them on social media networks is an important thing. In brand recognition, BTS has a great influence where a brand they collaborate with gets an enthusiastic response from fans who participate in disseminating information and recommending it to others via Twitter. Therefore, this study aims to identify the potential influencer on the delivery of information on the topic of BTS on Twitter using social network analysis. Social network analysis applies the concept of graph theory where the potential influencer which is denoted by the central vertex is measured by measures of centrality, namely degree centrality, betweenness centrality, and closeness centrality. The result of the network consists of 649 vertices and 730 directed edges that form a disconnected and directed network with 67 weakly connected components. This study indicates that the influencers in the network can be fan accounts or fanbase accounts.
Keywords: BTS; centrality; central vertex; influencer; social network analysis; Twitter.
Abstrak
Dewasa ini, suatu merek dagang mulai dibangun melalui konten di media sosial dengan melibatkan pemengaruh yang perannya semakin dibutuhkan pada pemasaran digital sehingga menemukan mereka di jaringan media sosial adalah suatu hal yang penting. Dalam pengenalan merek, BTS memberikan pengaruh yang besar dimana suatu merek yang berkolaborasi dengan mereka mendapat respon antusias dari penggemar yang ikut menyebarluaskan informasi dan merekomendasikannya kepada orang lain melalui Twitter. Oleh karena itu, penelitian ini bertujuan untuk mengidentifikasi pemengaruh potensial dalam penyampaian informasi pada topik BTS di Twitter menggunakan analisis jaringan sosial. Analisis jaringan sosial menerapkan konsep teori graf dimana simpul sentral diukur dengan ukuran sentralitas, yaitu sentralitas derajat, sentralitas keantaraan, dan sentralitas kedekatan. Diperoleh jaringan dengan 649 simpul dan 730 sisi berarah yang membentuk jaringan berarah tak terhubung yang terdiri atas 67 komponen terhubung lemah. Adapun hasil dari penelitian ini menunjukkan bahwa simpul sentral atau pemengaruh dalam jaringan dapat berupa akun personal dari pengemar (fan account) atau akun basis penggemar (fanbase).
Kata Kunci: analisis jaringan sosial, BTS, pemengaruh , sentralitas, simpul sentral, Twitter.
2020MSC: 05C90, 91D30.
Keywords
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DOI: 10.15408/inprime.v5i2.28722
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