War on Twitter as a Digital Marketing Communication Strategy

(Electronic Word-of-Mouth Social Network Analysis of Dr. Martens' Products on Twitter)

  • Khairunnisa Nurul Azizah Universitas Padjadjaran
  • Marfa Aully Universitas Padjajaran
  • Naufal Dhiya Ulhaq Universitas Padjajaran
  • Carlos Dewa Salim Universitas Padjajaran
  • Sandy Afla Universitas Padjajaran
Abstract views: 87 , PDF downloads: 112
Keywords: Social Network Analysis, Twitter, War on Twitter


War on Twitter is a type of social network that is closely related to word-of-mouth marketing communication strategies. The war over #StopLyingDocmart which was popular on 13-16 May 2022 had a good image impact on Dr Martens or Docmart shoe products. This study analyzes social networks and interactions formed through Twitter regarding Docmart products.


Bakry, G. N., & Kusmayadi, I. M. (2021). Peran Pers Sebagai Aktor Gerakan Digital Tagar #SolidaritasUntukNTT di Twitter. Jurnal Kajian Jurnalisme, 5 (1), 98-114

Bakry, G. N. (2020). Struktur Jaringan Pengguna Twitter dengan Tagar# Bandunglawancovid19. Jurnal Komunikasi Global, 9 (2), 209-229

Cho, J., Lei, J., Tan, H., & Bansal, M. (2021, July). Unifying vision-and-language tasks via text generation. In International Conference on Machine Learning (pp. 1931-1942). PMLR.

Dr. Martens. (2022, June 9). About Us | History. Dr. Martens. Retrieved June 9, 2022, from https://www.drmartens.com/uk/en_gb/history

Dr Martens Indonesia. (2022, June 9). Dr Martens Indonesia (@DocmartID). Twitter. Retrieved June 9, 2022, from https://twitter.com/docmartid

Jansen, B., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter Power: Tweets as Electronic Word of Mouth. Journal Of The American Society For Information Science And Technology, 60 (11), 2169-2188.

Kemp, S. (2022, February 15). Digital 2022: Indonesia — DataReportal – Global Digital Insights. DataReportal. Retrieved June 9, 2022, from https://datareportal.com/reports/digital-2022-indonesia

Leung, X., Bai, B., & Stahura, K. (2015). The Marketing Effectiveness of Social Media in The Hotel Industry: A Comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), 147-169.

McQuail, D., & Deuze, M. (2019). McQuail's Media and Mass Communication Theory (D. McQuail, Ed.). SAGE Publications, Limited.

Syaukat, Y. (2011). The impact of climate change on food production and security and its adaptation programs in Indonesia. J. ISSAAS, 17(1), 40-51.

PlumX Metrics

How to Cite
Khairunnisa Nurul Azizah, Aully, M., Ulhaq, N. D., Salim, C. D., & Afla, S. (2023). War on Twitter as a Digital Marketing Communication Strategy: (Electronic Word-of-Mouth Social Network Analysis of Dr. Martens’ Products on Twitter). Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 12(1), 79-84. https://doi.org/10.35457/translitera.v12i1.2228