Content Analysis of Indonesia’s E-Commerce on Facebook Page using Social Network Analysis for Social Customer Relationship Management Effort (Case Studies: Shopee, Tokopedia, and Bukalapak)

Affrilia Utami, Andry Alamsyah


Abstract Digital economy's era has been stimulating the high competition of e-commerce companies and the rapid growth among them. The prosperousness of open-source data can be an opportunity to provide strategies for a business to find new ways to understand market behavior. Most companies use social media to support Social Relationship Management (SCRM) activity. E-commerce is included in the sector which also utilized social media to interact with their customers. Therefore, it is necessary to understand how the characteristics and activities of SCRM networks. Measurements are made by calculating SCRM network property values and descriptive statistical analysis. This research measured and compared the SCRM network properties and the descriptive statistics analysis among the three ecommerce: Shopee, Tokopedia, and Bukalapak on Facebook pages. The result will give us insight on what is important to understandthe market. The research founded the type of content characteristics among e-commerce in social media marketing campaign and level of activity to engage their customer by comparing their productivity to post their content on Facebook Page. The market size represented by the community conversation of each SCRM network in e-commerce. Keywords: E-commerce, Social Network Analysis, Content Analysis, Social Customer Relationship Management, Facebook Page

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