Application of social network analysis for determining the suitable social media influencers

Mochamad Yudha Febrianta, Yusditira Yusditira and Sri Widianesty
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Mochamad Yudha Febrianta: School of Economics and Business, Telkom University, Indonesia
Yusditira Yusditira: School of Economics and Business, Telkom University, Indonesia
Sri Widianesty: School of Economics and Business, Telkom University, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 6, 349-354

Abstract: Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using oyoindonesia and reddoorz as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media. Key Words:Social Network, Social Media Marketing, Degree of Centrality, Closeness Centrality

Date: 2021
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