Measuring Information Dissemination Mechanism on Retweet Network for Marketing Communication Effort : Case Study: Samsung Galaxy S10 Launch Event

摘要

Social media has changed human social interaction. Human activities such as giving opinions, sharing experiences, and reviewing products are done in social media. In this digital era, social media become an effective platform for promoting products and disseminating information. The majority of information dissemination studies are seen from the entire network perspective. In this research, we look at the points when information disseminated. As a case study, we use one of the viral events in 2019 i.e. new product launch of Samsung Galaxy S10. The dissemination process is modeled using Social Network Analysis (SNA). Our finding is fanbase account become the most dominant account in spreading information. The results allow us to understand the mechanism of information dissemination in social media. It is also advantageous for marketing study in order to get more effective communication with the consumer. We recommend business organizations to recognize objects which have vigorous fans as an aspect of their promotional media.