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...