Vol 8 (2023): June (in progress)
Business and Economics

Marketing Analysis on Social Media to Increase Business Competitiveness in the Online Selling and Buying Application Marketplace
Analisis Pemasaran Pada Media Sosial Guna Meningkatkan Daya Saing Bisnis Pada Marketplace Aplikasi Jual dan Beli Online


Miranda Nindi Grazia
Universitas Muhammadiyah Sidoarjo, Indonesia
Rita Ambarwati Sukmono
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Published June 26, 2023
Keywords
  • Social Media,
  • Marketplace,
  • Social Network Analysis
How to Cite
Grazia, M. N., & Sukmono, R. A. (2023). Marketing Analysis on Social Media to Increase Business Competitiveness in the Online Selling and Buying Application Marketplace. Academia Open, 8, 10.21070/acopen.8.2023.3983. https://doi.org/10.21070/acopen.8.2023.3983

Abstract

In writing this research has the first objective to map the interactions and structures that occur among shopee consumers on Twitter social media, the second to find out recommendations for digital marketing strategies in the marketplace. shopee which is processed using social network analysis method. This research is a qualitative descriptive study using secondary data from Twitter. The method used in this study uses the Social Network Analysis  method using big data. In collecting data, it is assisted with various kinds of supporting tools that will be used in this research, namely Google Colab, Dictionary, Wordij and Gephi. It can be concluded from the results in the calculation of network properties that node, edge, average degree, diameter, and average path length get the total value in a social network property for each promotional content keyword. After a comparison is made, promotional content with the keyword flash sale in 2020 has a total value that has a large number of node, which shows that there are many twitter user discussing flash sale on social media. Then Edge also provides evidence with many interactions between Twitter users regarding flash sale on social media.

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