The impact of influencers on brand social network growth: Insights from new product launch events on Twitter

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-02-01 DOI:10.1016/j.jbusres.2024.115123

Elisabetta Benevento , Davide Aloini , Paolo Roma , Davide Bellino

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引用次数: 0

Abstract

In the ever-evolving marketing landscape, influencers play a pivotal role in shaping brand perception and expanding social network followings. This study, grounded in Social Network Theory, examines the impact of influencers on brand social network growth during new product launch events. Leveraging an extensive dataset of over two million tweets from Twitter (now X), we empirically analyse three video game releases to uncover the characteristics and behaviours of influencers within their networks that drive follower migration to the sponsored brand’s social network. Our findings highlight the importance of frequent influencer-follower interactions in enhancing brand awareness and directing followers to brand social networks. Furthermore, influencers who occupy central social hub positions and exhibit high popularity are particularly effective in fostering brand growth. This research provides practical guidance within the realm of influencer marketing, offering several valuable insights for both companies and influencers.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.