Social network modeling approach for brand awareness

The advance of social computing study is grown very fast to the extents that influence many aspects of our daily life. One of those aspects is implementation in marketing / advertising. We are always looking for the effective way to understand our market, but the absent of powerful metrics has cause some problem. The availibility of Big Data all around us has triggered a new perspective on how we approach those problems. Online social network disseminate information much faster than before, supporting highly exposure of brand awareness. The network behavior of the information spreading can be explained by the study of complex network. In this paper, we propose the social network modelling approach using graph theoritic to understand on how brand information travels in online social network and how it can benefit for business. In prior study in marketing, it is uncommon to approach phenomenon using social network model and online social data, they are mostly using questionnaire from population sample. Our paper will enrich effort in marketing study. Our experiment use conversation data from Indonesian Twitter user contains specific brand keyword.