Multiple Regression to Analyse Social Graph of Brand Awareness
Abstract: Social Network
Analysis (SNA) has become a common tool to conduct social and business research.
SNA can be used to measure how well a marketing campaign affect conversation in
socialmedia. A good marketing campaign is expected to stimulate conversation
between users in social media.In this paper we use SNA metrics to understand
the nature of network of top brand awareness products.We analyses networks
structure of social media conversation regarding cellular service provider andsmartphone
brand in Indonesia that achieve top brand awareness in 2015. We use
conversational datasets acquired from Twitter. To get more understanding we
also compare the result with networkstructure of knowledge dissemination. We
use multiple regression algorithm, a machine learning algorithm that is
extension of linear regression, to analyses network properties to get insight
on the correlation of the network structure and brand awareness' rank of a
product. The result suggests how we should define network properties in brand
awareness context.
Author: Yahya Peranginangin,
Andry Alamsyah
Journal Code: jptkomputergg170035
