Proceedings of the 1st UMSurabaya Multidisciplinary International Conference 2021 (MICon 2021)

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Behind the Viral of BTS Meal on Twitter: The Role of Fans Base Community in Promoting BTSmeal

Authors
Ali Imaduddin Futuwwah1, *, Obryan Ramadhan2, Fauzi Senoaji1, Mochamad Mochklas1
1Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Surabaya, Surabaya, Indonesia
2Data Scientist, GDP Labs Indonesia, Jakarta, Indonesia
*Corresponding author. Email: aliimadudin@fe.um-surabaya.ac.id
Corresponding Author
Ali Imaduddin Futuwwah
Available Online 13 May 2023.
DOI
10.2991/978-2-38476-022-0_6How to use a DOI?
Keywords
BTS Meal; Fans Base Community; Viral Marketing; Twitter Social Networking Analysis
Abstract

Indonesia is the country that has the largest BTS (ARMY) fan base in the world. This is an opportunity for McDonald’s regarding promotions that use Fan-based Communities. On June 9, 2021, Mc Donald launched the BTSMeals product and created a viral video on social media, especially in Indonesia. During the BTS Meal launch period, the hashtags such as #BTSMeal and #BTSxMcD emerged and briefly occupied a trending topic position on Twitter. Based on twitter data collection with the hashtags #BTSMeals and #BTSxMcD, 185,778 tweets were obtained and analyzed using the Social Networking Analysis (SNA). An interesting finding shows that there are several actors who have an influence on the virality of BTSMeals products on twitter. This cannot be separated from the role of the Indonesian ARMY community which is actively involved in connecting and interacting with those actors which then creates viral marketing. The results of this study illustrate that the role of fan-based communities in social media is very important and needs to be managed so that product promotion can run effectively.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1st UMSurabaya Multidisciplinary International Conference 2021 (MICon 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
13 May 2023
ISBN
978-2-38476-022-0
ISSN
2352-5398
DOI
10.2991/978-2-38476-022-0_6How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ali Imaduddin Futuwwah
AU  - Obryan Ramadhan
AU  - Fauzi Senoaji
AU  - Mochamad Mochklas
PY  - 2023
DA  - 2023/05/13
TI  - Behind the Viral of BTS Meal on Twitter: The Role of Fans Base Community in Promoting BTSmeal
BT  - Proceedings of the 1st UMSurabaya Multidisciplinary International Conference 2021 (MICon 2021)
PB  - Atlantis Press
SP  - 45
EP  - 50
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-022-0_6
DO  - 10.2991/978-2-38476-022-0_6
ID  - Futuwwah2023
ER  -