Business Ecosystem in Digital Marketing Company Coconut Indonesia Using SNA
Ardianto Ridho Putra (a*), Siska Noviaristanti (b)
Faculty of Economics and Business, Telkom University, Jl. Gegerkalong Hilir No. 47 40152, West Java, Bandung, Indonesia.
Abstract
This study aims to map an ecosystem of digital marketing business as network structures interacting one with each other. Social network analysis is used with 32 respondents based on organizations involved in digital marketing company business ecosystems as main indicators. Four parameters such as degree, betweenness, closeness, and eigenvector centrality, is measured using the social network analysis to create the business ecosystem-s model. The model that resulted from this study describes the roles and function of stakeholder and value network in digital marketing business ecosystem such as role, information, and benefit.
Keywords: Business Ecosystem; Digital Marketing; SNA; Business Ecosystem
Topic: Strategic Management