Who is the right influencer? A social network analysis

• Main Authors: OSINGA, Ernst C., CHANDUKALA, Sandeep R., BHATTACHARYA, Lipika
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: Influencers; Influencer marketing; Social networks; Social network analysis; Social media; Influencer selection; Communication Technology and New Media; Social Media
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/442; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-23-BATCH%20%5BPDF-Pic%5D/SMU-23-0010%20%5BTwitch%5D/SMU-23-0010%20%5BTwitch%5D.pdf?CT=1688617909013&OR=ItemsView
• Institution: Singapore Management University

This social network data analysis case presents the scenario of the launch of a new version of a popular video game called ‘Thrive in Space’ by a gaming company. The company’s Chief Marketing Officer Tina Lohn wants to run an influencer marketing campaign on social platform Twitch to reach its live streaming audience and promote the game. However, before running the campaign, Lohn and her team must select the right influencers for the campaign. Lohn has asked her team to conduct a social network analysis (SNA) to better understand the network of Twitch users and shortlist potential influencers based on various social network metrics. The case is accompanied by two datasets that contain a sample of real data of Twitch users, and allows students to conduct a social network analysis on this data to select the appropriate influencers. The case revolves around Lohn’s dilemma of how to choose the right influencers. How can she use SNA to select the influencers? What social network metrics can help her identify the right influencers? What other strategies can she use for selecting influencers that can complement SNA? And, finally, how can she calculate the ROIs of working with the selected influencers? The case helps students understand the nuances of social network analysis, and the importance of assessing a social network in a business context. The case helps students analyse social network data using open-source software (Gephi), apply social network analysis to identify influencers in a network, and develop an analytical approach to calculating the financial returns on influencer marketing campaigns.