ABSTRACT
This research aimed to map a digital marketing business ecosystem as an interacting network structure. Social network analysis was applied to 32 respondents, categorized by companies involved in the digital marketing business ecosystem, as the main indicators. The business ecosystem model was created according to four parameters: degree, betweenness, closeness, and eigenvector centrality. The parameters were measured using social network analysis to create the business ecosystem’s model. The model resulting from this research describes the roles and functions of stakeholder and value networks in a digital marketing business ecosystem, such as e-commerce, community, customer service, website maintenance, digital product photography, social media management, digital ads, digital content, governance, client, and bank.
