Brand Awareness Using Network Modeling Method

The using of online social network has made powerful evolution in digital era. Nowadays, social network is a center of information exchange. Online social networks provide information in the form of user opinion about their brand awareness. The user’s opinion represents the level of awareness of the user regarding the existence of the brand. The circulation of information on the social network is widely known as User Generated Content (UGC). Organizations can use the UGC data to assess their brand rankings. The proper method is needed to be able to process UGC so that it is able to generate insight for the organization. This study utilizes social network phenomena to measure brand ranking in analyzing human awareness of a brand using Social Network Analysis (SNA). SNA is an analysis method for observing social network (or social media) by graph modelling. We use network properties to measure interaction intensity on Traveloka.com, Tiket.com, and Pegi-Pegi.com. The results show that the brand awareness of Pegi-Pegi is superior compared to the others. Network property valuation can be used as an alternative for ranking the company’s position based on UGC in social media, especially Twitter.