International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Social Network Comparison of Netflix, Disney+, and OCN on Twitter Using NodeXL

  • Lee, Soochang (Department of Police Administration, DaeKyeung University) ;
  • Song, Keuntae (Department of Broadcasting & technology, DaeKyeung University) ;
  • Bae, Woojin (Department of Theater and Film, DaeKyeung University) ;
  • Choi, Joohyung (Department of Art Makeup, DaeKyeung University)
  • Received : 2022.01.04
  • Accepted : 2022.03.08
  • Published : 2022.03.31
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Abstract

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.

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References

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