THE ROLE OF OPINION LEADERS IN DIGITAL COMMUNICATION NETWORKS: A SOCIAL NETWORK ANALYSIS STUDY ON STARLINK CONTENT ON YOUTUBE

Abstract

This research aims to identify the key actors involved in Starlink-related content shared by the @NanangMrk YouTube channel and examine their roles, numbers, and impacts within the communication network. The study employs an exploratory quantitative approach, utilizing Social Network Analysis (SNA) with Gephi 0.10.1 software. The research analyzed 2,721 comments from Starlink content posted by @NanangMrk between May 19-20, 2024, and sampled 2,128 actors or nodes using netlytic.org (communalytic.org) data collection techniques. This study was guided by the innovation diffusion theories. Findings reveal that the communication network's most influential actors connecting with others are @NanangMrk, @agps4418, @dedy6885, @MAKI-db9it, and @Mojojoba. Closeness centrality values indicate that 51 actors have strong connections with others, whereas betweenness centrality analysis demonstrates that @NanangMrk functions as a key communication link between clusters. As a significant opinion leader, @NanangMrk has extensive connections within the network, rendering these actors the most reliable sources of information or opinion leaders for promoting the Starlink product. The network is substantial, but the communication intensity is relatively low, decentralized, and predominantly unidirectional, with a small system diameter and radius. Consequently, it was concluded that utilizing YouTube's social media platform effectively disseminates information and reaches a broader audience regarding Starlink. Future research should incorporate group-level analyses with diverse themes.