Social Network Analysis for User Interaction Analysis on Social Media Regarding E-Commerce Business

Abstract

Promotion is necessary for an e-commerce business to introduce its products. Social media is one of the media that can be employed. Social media platforms give a wealth of information, one of which is User Generated Content (UGC). UGC is a user's social media history that is viewable by other users. Social media analysis is required to determine the pattern of interaction between a business and its customers based on user-generated content (UGC) that is extensively shared on social media. This data can be utilized to assist businesses with product promotion on social media. Social Network Analysis is the technique used to analyze the interaction patterns of UGC in social media (SNA). Social network modeling can assist e-commerce enterprises in comprehending the patterns of interaction that exist on social media. The findings of this study indicate that the superior social network is the Lazada interaction social network. Additionally, the research identifies the key companies in each e-commerce sector.