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All Journal Jurnal Ilmu Sosial dan Humaniora Teosofi: Jurnal Tasawuf dan Pemikiran Islam COMMED: Jurnal Komunikasi dan Media Jurnal Sosial Humaniora Nusantara Journal of Information and Library Studies (N-JILS) Risenologi Jurnal Penelitian Ilmu-Ilmu Sosial Jurnal Komunikasi Global Mediator: Jurnal Komunikasi Javanologi: International Journal of Javanese Studies
Alwan Husni Ramdani
Universitas Pendidikan Indonesia
Religion Arts Humanities Chemistry Education Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences

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Communication Network Dynamics of Viral Culinary Discussions: An Analysis of Roti Merak on Threads Alwan Husni Ramdani; Haria Saputry Wahyuni; Bagus Aditya Susanto
Jurnal Penelitian Ilmu-Ilmu Sosial Vol. 7 No. 2 (2026)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/sosial.v7i2.19531

Abstract

The explosive growth of Threads as a text-based social media platform has fundamentally altered the nature of electronic word of mouth (eWOM). This study looks at the communication network and the narratives that underpin the viral success of Roti Merak, a local bakery in Bandung. A sequential mixed methods approach was used, combining quantitative Social Network Analysis (SNA) via Gephi with a qualitative content analysis of 553 verified public posts and replies gathered from April to July 2026. Posts and replies were selected on the basis of network clusters and narrative relevance to ensure we had a representative sample for the qualitative phase. The network is highly fragmented and decentralised with a network density of 0.002 and a modularity index of 0.914. Virality is driven overwhelmingly by accidental peer leaders and local conversation clusters rather than by macro influencers. The network breaks down into three main groups: local residents talking about the traffic disruption, the debate around the use of artificial scarcity as a marketing tactic and the transactional interactions which are enabled by the use of personal shoppers (jastip). The study makes a contribution to the literature on decentralised eWOM cascades in the post microblogging age and offers practical advice for local brand managers on managing community sentiment and reputational risk.
Co-Authors Ahmad Fahrul Muchtar Affandi Aliya Nurul Fauziah Aly Mecca Amelia Putri Arin Nurul Annisa Arrafi Malika Ardy Bagus Aditya Susanto Balqis Nurmani Sahara Fajar Islamy, Mohammad Rindu Gesha Fadhillah Ramdhan Gloria Elisha Kisyanto Gustiana Sabarina Hannie Mauliyandinie Pasrah Haria Saputry Wahyuni Heni Nuraeni Zaenudin Komariah, Kokom Siti Leni Anggraeni Muhammad Vickry Affryansyah Regine Deanaendra Hasmoro Renanda Dwina Putri Rizqi Abdul Aziz Sania Majida Tito Edy Priandono Usup Romli Yedi Purwanto