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首页> 外文会议>East Indonesia Conference on Computer and Information Technology >Detecting Social Media Influencers of Airline Services through Social Network Analysis on Twitter: A Case Study of the Indonesian Airline Industry
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Detecting Social Media Influencers of Airline Services through Social Network Analysis on Twitter: A Case Study of the Indonesian Airline Industry

机译：通过在Twitter上的社交网络分析检测航空服务的社交媒体影响因素：印度尼西亚航空公司的案例研究

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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.
机译：互联网和社交媒体广泛使用具有显着的全局渗透的工具。其达到的深远范围使其成为营销目的的强大工具，特别是以社会媒体影响者为“有机”广告的形式。影响者营销对消费者的购买意图带来了积极贡献，因此，检测可以被视为社交媒体影响者的用户是谨慎的问题。该研究进行了检测与在印度尼西亚经营的若干航空公司公司的品牌相关的社交媒体影响因素，利用社会网络分析，在学位，出差，程度的中心和中心地位作为主要参数。本研究的调查结果表明，Twitter账户对航空公司服务品牌的影响最大的账户往往是所述航空公司公司的官方或客户服务账户。这意味着由于个人影响因素所进行的影响者营销的存在是印度尼西亚推特内的看不见的存在。

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