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Culture Convergence (CC)

Social Network Comparison of Netflix, Disney+, and OCN on Twitter Using NodeXL

초록

영어

We analyze and compare the structure of the networks of Netflix, Disney+, and OCN, which are forerunners in OTT market, on Twitter. This study employs NodeXL pro as a visualization software package for social network analysis. As a result of the comparison with values of Vertices, Connected Components, Average Geodesic Distance, Average Betweenness Centrality, and Average Closeness Centrality. Netflix has comparative advantages at Vertices, Connected Components, and Average Closeness Centrality, OCN at Average Geodesic Distance, and Disney+ at Average Betweenness Centrality. Netflix has a more appropriate social network for influencer marketing than Disney+ and OCN. Based on the analysis results, the purpose of this study is to explain the structural differences in the social networks of Netflix, Disney+, and OCN in terms of influencer marketing.

목차

Abstract
1. INTRODUCTION
2. RESEARCH METHOD
3. ANALYZING SOCIAL NETWORKS OF THREE BRANDS
3.1 Analysis of Social Network of Netflix
3.2 Analysis of Social Network of Disney+
3.3 Analysis of Social Network of OCN
4. CONCLUSION
REFERENCES

저자정보

  • Soochang Lee Professor of Department of Police Administration, DaeKyeung University, Korea
  • Keuntae Song Professor of Department of Broadcasting & technology, DaeKyeung University, Korea
  • Woojin Bae Professor of Department of Theater and Film, DaeKyeung University, Korea
  • Joohyung Choi professor of Department of Art Makeup, DaeKyeung University, Korea

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