SOCIAL NETWORK ANALYSIS AND DIFFUSION OF INNOVATION IN YOUTUBE’S TURMERIC HEALTH VIDEO
Health communication through the YouTube social media platform contributes to the dissemination of information about traditional medicine, including the utilization of herbs such as turmeric as an alternative to non-medical treatment. This study aims to determine the process of health behavior adoption through social networks in the comment section of the YouTube video "Benefits and How to Process Turmeric Properly for Health." The methodology employed was social network analysis (SNA), with a focus on four measurements: degree centrality, betweenness centrality, closeness centrality, and eigenvector centrality. The analysis was conducted using Rogers' diffusion of innovations theory. The findings indicate that the video commentary network has a decentralized structure with two central actors: @dr.Emasuperr (video owner) and @saptayusmana7022 (active user). The @dr.Emasuperr account has numerous connections and immediate access to all accounts, yet it exerts minimal influence on other accounts. In contrast, the account @saptayusmana@7022 has considerable influence on other accounts despite having fewer connections and slower access. The results of the diffusion of innovation analysis demonstrate that the video was adopted rapidly by numerous YouTube users, facilitated by the innovation, communication channel, time, and social system.
Traditional Medicine, Health Communication, YouTube, SNA, Diffusion of Innovations.