From Content to Connectivity: Exploring #HalalLifestyle Networks on Instagram through Social Network Analysis
DOI:
https://doi.org/10.35891/h5r7h483Keywords:
Social network analysis, destination image, destination branding, user generated content, Indonesia, HalalLifestyle, InstagramAbstract
Purpose: This study aims to examine the structural characteristics of the #HalalLifestyle social network on Instagram and to understand how interaction patterns and key actors shape the dissemination of halal lifestyle discourse in digital spaces.
Design/methodology/approach: This research adopts a quantitative descriptive approach using Social Network Analysis (SNA). Data were collected from 1,842 public Instagram posts containing the hashtag #HalalLifestyle over a three-month period, involving 1,127 actors and 9,486 interactions. Network density, modularity, and centrality measures were employed to analyze network structure and identify key actors.
Findings: The results indicate that the #HalalLifestyle network is broad but fragmented, characterized by low density and high modularity. The network exhibits a core–periphery structure, where a small number of influencers, halal brands, and Muslim digital communities dominate information flows and connect thematic clusters such as halal food, modest fashion, and Muslim-friendly travel. This structure reflects an unequal distribution of influence within the network.
Practical implications: These findings highlight the importance of collaborative strategies to strengthen cross-cluster connectivity in the digital halal ecosystem. Understanding network structures can support more inclusive communication strategies and reinforce the ethical values of halal lifestyle discourse in social media.
Originality/value: This study contributes to the literature by applying Social Network Analysis to halal lifestyle discourse on Instagram and integrating network findings with Islamic value perspectives, offering empirical insights into the dynamics of halal lifestyle construction in digital environments.
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References
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