Skip to main navigation menu Skip to main content Skip to site footer

Business and Economics

Vol 8 No 1 (2023): June

Shopee on Twitter: Uncovering Digital Marketing Strategies through Network Analysis
Menggambarkan Interaksi Konsumen Shopee di Twitter: Mengungkap Strategi Pemasaran Digital melalui Analisis Jaringan Sosial



(*) Corresponding Author
DOI
https://doi.org/10.21070/acopen.8.2023.3983
Published
June 26, 2023

Abstract

This qualitative descriptive study aims to map the interactions and structures among Shopee consumers on Twitter, utilizing the Social Network Analysis (SNA) method. Secondary data from Twitter were collected, and data analysis was facilitated using various tools, including Google Colab, Dictionary, Wordij, and Gephi. The network properties, such as nodes, edges, average degree, diameter, and average path length, were calculated for different promotional content keywords. The findings revealed that the flash sale keyword in 2020 exhibited a significant number of nodes and interactions, indicating extensive discussions on social media. This research offers valuable insights for digital marketing strategies within the Shopee marketplace, based on the observed patterns and implications derived from the SNA results.

Highlights:

  • In-depth analysis: This research provides an in-depth analysis of consumer interactions on Twitter within the context of Shopee, shedding light on the dynamics and structures of these interactions.

  • Valuable insights: The study offers valuable insights into digital marketing strategies for the Shopee marketplace by examining the patterns and trends identified through social network analysis.

  • Implications for promotion: By mapping the interactions and structures among Shopee consumers on Twitter, this research helps identify effective promotional strategies, such as utilizing flash sales, to engage with users on social media platforms.

Keywords: Shopee, Twitter, Consumer Interactions, Digital Marketing Strategies, Social Network Analysis.

References

  1. M. K. Bratawisnu, M. R. D. Putra, and W. Ignatio, “Penentuan Top Brand Menggunakan Social Network Analysis pada e-commerce Tokopedia dan Bukalapak,” J. Inf. Eng. Educ. Technol., vol. 2, no. 1, p. 1, 2018, doi: 10.26740/jieet.v2n1.p1-5.
  2. E. R. T. Fatma, “Jurnal Mitra Manajemen ( JMM Online ),” J. Mitra Manaj., vol. 4, no. 11, pp. 1651–1663, 2020, [Online]. Available: http://e-jurnalmitramanajemen.com/index.php/jmm/article/view/125/69.
  3. I. Zukhrufillah, “Gejala Media Sosial Twitter Sebagai Media Sosial Alternatif,” Al-I’lam J. Komun. dan Penyiaran Islam, vol. 1, no. 2, p. 102, 2018, doi: 10.31764/jail.v1i2.235.
  4. A. P. Ayudhitama and U. Pujianto, “Analisa Kualitas Dan Usability Berdasarkan Persepsi Pada Website Shopee,” J. Inform. Polinema, vol. 6, no. 1, pp. 61–70, 2020, doi: 10.33795/jip.v6i1.275.
  5. P. D. Sugiyono, Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung, 2017.
  6. N. F. Madinah, “Pengaruh Strategi Marketing Flash sale terhadap Perilaku konsumen dalam Berbelanja online ditinjau dari Perilaku Konsumen Islami (Studi Kasus pada Mahasiswa Rkonomi Islam UII Pengguna Shopee),” pp. 1–140, 2021.
  7. L. Wati Evelina and D. E. Pebrianti, “Perilaku Konsumtif Bandwagon Effect Followers Instagram Shopee pada Event Flash Sale,” War. ISKI, vol. 4 , no. 02, pp. 99–110, 2021, [Online]. Available: http://dx.doi.org/10.25008/wartaiski.v4i2.127.
  8. A. Fadillah and R. Syarif, “Pengaruh Program Diskon Terhadap Keputusan Pembelian,” J. Ilm. Manaj. Kesatuan, vol. 1, no. 1, pp. 77–84, 2013, doi: 10.37641/jimkes.v1i1.256.
  9. R. Shoffi’ul Auli, Ridwan Basalamah, M dan Millannintyas, “e-Jurnal Riset ManajemenPRODI MANAJEMEN Pengaruh Diskon Dan Promo Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada E-Commerce Shopee,” J. Ris. Manaj., pp. 111–121, 2021, [Online]. Available: www.fe.unisma.ac.id.
  10. A. Cindy and M. Sari, “PENGARUH PROMOSI DAN KEPERCAYAAN KONSUMEN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN APLIKASI SHOPEE ( STUDI PADA MAHASISWA STIESIA SURABAYA ) Marsudi Lestariningsih Sekolah Tinggi Ilmu Ekonomi Indonesia ( STIESIA ) Surabaya,” J. Ilmu dan Ris. Manaj., vol. 10, no. Mei, p. 17, 2021, [Online]. Available: http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/download/4012/4023/.

Downloads

Download data is not yet available.