Viral Marketing

Required Readings

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

• What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence

• Improvised Marketing Interventions in Social Media

• Tidy Text Mining with R

  • Chapter 2
• VADER lexicon

Video Lecture

Videos

• Weekly Overview
• Slides

Computing Lecture

Topic: Sentiment Analysis

• Starter code: here
• Code from class: here

Lab Section

• Marketing Analytics in the Wild

Suppose Instagram (owned by Meta) has launched a project to understand how they can earn additional revenue from influencer posts. Assume that at present Instagram does not charge an influencer or the company the influencer is hired by for a sponsored post. Propose an analysis strategy that could deliver a causal estimate of the effect of monetizing influencer posts for Instagram. In developing your presentation be sure to provide some strategic guidance on how they could scale this up and implement your solution across the whole platform. Are there any guardrail metrics they should track?

• Review of Lab Assignment 4

Lab Assignment

• Link to GitHub repository
• Work through Exercise 1
• Partial Solutions