Network market analysis using large scale social network conversation of Indonesia's fast food industry

摘要

The high competitiveness of the Indonesia Fast Food market has forced the industry to find the new way to understand market behavior. The new challenge should include faster data collection and analytical process, preferably time delivery needed close to real-time. The common practice of gathering market data using questionnaires and interviews are considered expensive and time-consuming process compared to mining online conversation with brand community respected. With the availability of large-scale data from online social network services (oSNS), we can extract valuable information represent dynamic behavior of the market. Many brands have their presence in oSNS as a part of their customer relationship management (CRM) effort. The social interactions formed in oSNS can be modeled using Social Network Analysis (SNA) methodology. In this paper, we compare two brand communities of head to head competitive product in the fast food industry, they are McDonald's and Burger King. The SNA model constructs large-scale network, its size, reaching close to a million of nodes and edges. The result will give us insight about what is important in understanding the dynamic market beside the market size represented by the community conversations.