원문정보
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
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