TNS Vol.2 (CIAP 2022), 02 February 2023
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Searching for influencers among a social network is important because marketers can then use this information to conduct word-of-mouth (WOM) advertisement, which is an important marketing technique. Literature Review provides detailed information about WOM advertisement. There are many ways to search influencers and often they are network centrality measurements. This paper aims to investigate whether each centrality measurement could produce similar results across different social media platforms (eg. Facebook, Twitter, Instagram). The social network data used in this research is from Huawei Company. This research uses four centrality measurements and three set similarity methods to analysis the data. As a result, this paper draws a conclusion about the binary question "Does it provide similar results or not?". Since various companies and applications may have different standards and definitions about being similar, please also check similarity data provided in this paper.
marketing strategy, centrality measurements, social network
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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