Measuring Marketing Communications Mix Effort Using Magnitude of Influence And Influence Rank Metric: SCBTII Proceeding Book, August 15th-16th 2016

Andry Alamsyah, Endang Sofyan, Tsana Hasti Nabila

Informasi Dasar

17.24.088
657.072
E-Article
15 B

In the context of modern marketing, Twitter is considered as a communication platform to spread information. Many companies create and acquire several Twitter accounts to support and perform varieties of marketing mix activities. Initially, each accounts used to capture specific market profile. Together, the accounts create network of information that provide consumer to the information they need depends on their contextual utilization. From many accounts available, we have the fundamental question on how to measure influence of each account in the market based not only their relations, but also the effects of their postings. Magnitude of Influence (MOI) metric is adapted together with Influence Rank (IR) measurement of accounts in their social network neighborhood. We use social network analysis approach to analyze 65 accounts in the social network of an Indonesian mobile phone network operator, Telkomsel which involved in marketing communications mix activities through series of related tweets. Using social network provide the idea of the activity in building and maintaining relationships with the target audience. This paper shows the results of the most potential accounts based on the network structure and engagement. Based on this research, the more number of followers one account has, the more responsibility it has to generate the interaction from their followers in order to achieve the expected effectiveness. The focus of this paper is to determine the most potential accounts in the application of marketing communications mix in Twitter.

Keywords: Social Influence; Social Network; Influence Model; Social Computing; Marketing Communications Mix

Subjek

ACCOUNTING
 

Katalog

Measuring Marketing Communications Mix Effort Using Magnitude of Influence And Influence Rank Metric: SCBTII Proceeding Book, August 15th-16th 2016
978-602- 73324-1-6
7p.: pdf file.; 703KB
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Pengarang

Andry Alamsyah, Endang Sofyan, Tsana Hasti Nabila
Perorangan
 
 

Penerbit

Fakultas Ekonomi Bisnis - Telkom University
Bandung
2016

Koleksi

Kompetensi

  • EBH0I4 - MANAJEMEN STRATEGI

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