Who is the right influencer? A social network analysis
Publication Type
Case
Publication Date
7-2023
Abstract
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.
Keyword(s)
Influencers, Influencer marketing, Social networks, Social network analysis, Social media, Influencer selection
Discipline
Communication Technology and New Media | Social Media
Research Areas
Strategy and Organisation
Data Source
Published Sources
Industry
Information Technology Industry
Geographic Coverage
Asia
Temporal Coverage
2023
Education Level
Executive Education; Postgraduate; Undergraduate
Publisher
Singapore Management University
Case ID
SMU-23-0010
Additional URL
https://cmp.smu.edu.sg/case/5836
Comments
SMU Faculty/Staff can download the case and teaching note with your SMU login ID and Password via the following links:
For purchase of the case and supplementary materials via The CMP Shop, please access the following link:
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
For purchase of the case and supplementary materials via Harvard Business Publishing, please access the following links: