Who is the Right Influencer? A Social Network Analysis (Supplementary Data-Nodes) & (Supplementary Data-Edges)

Author

Ernst C. OSINGA, Singapore Management UniversityFollow
Sandeep R. CHANDUKALA, Singapore Management UniversityFollow
Lipika BHATTACHARYA, Singapore Management UniversityFollow

Publication Type

Data Set

Publication Date

6-2023

Abstract

This supplementary data file is an accompaniment to the case “Who is the Right Influencer? A Social Network Analysis”. The case is a fictional story of the Chief Marketing Officer of a gaming company, Tina Lohn, who wants to select a few influencers to promote her company’s latest version of the popular game ‘Thrive in Space’ on gaming social platform Twitch. She had asked her team to conduct a social network analysis (SNA) to understand Twitch users, and whether it was feasible to target this audience as potential customers of the game ‘Thrive in Space’.

Lohn and her team decide to run an influencer marketing campaign to reach the platform’s audience and promote the latest version of the ‘Thrive in Space’ game. However, before running an influencer campaign, Lohn and her team must select the right influencers for the campaign.

The case is accompanied by two datasets, containing sample data of Twitch users, and allows them 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. What criteria must she use to choose the right influencers? What metrics can she use to conduct a social network analysis, which can help her identify the right influencers? And, finally, how can she calculate the ROIs of working with the selected influencers?

Keyword(s)

Data, social media influencers, Twitch, games

Discipline

Advertising and Promotion Management | Marketing | Social Media

Research Areas

Marketing

Data Source

Field Research

Education Level

Executive Education; Postgraduate; Undergraduate

Publisher

Singapore Management University

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Comments

For purchase of the case and supplementary materials via The CMP Shop, please access the following link:

• The Case (SMU-23-0010)

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Additional URL

https://cmp.smu.edu.sg/case/5836