Behind the Viral of BTS Meal on Twitter: The Role of Fans Base Community in Promoting BTSmeal
- 10.2991/978-2-38476-022-0_6How to use a DOI?
- BTS Meal; Fans Base Community; Viral Marketing; Twitter Social Networking Analysis
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.
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Cite this article
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 -