Influencers

Required Readings

Parts of these readings and themes from them will be covered in the video lecture.

• Identifying Influential and Susceptible Members of Social Networks
• Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China
• The Effects of Influencer Advertising Disclosure Regulations: Evidence From Instagram

This book is a "go-to" for text analytics:

• Tidy Text Mining with R
  • Chapter 1 and 3

Video Lecture

Videos

• Weekly Overview
• Slides

Computing Lecture

• Intro to Text Analytics (Git Hub Repo)
  • Instructor code

Lab Section

• Marketing Analytics in the Wild

While working in Activision Blizzard's (a large video game publisher) Marketing Analytics team you've been assigned the task to quantify the effect of Word of Mouth (Volume and Sentiment) on the demand for its video games. Propose an empirical strategy that would allow them to estimate these effects credibly without the need for an experiment. When pitching your strategy, discuss why an experiment is most likely not feasible.

Answer Template

• Review of Lab Assignment 3

Lab Assignment

• Link to GitHub repository
• Partial Solution