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

Elisabetta Benevento, Davide Aloini, Paolo Roma and Davide Bellino

Journal of Business Research, 2025, vol. 189, issue C

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.

Keywords: Influencer marketing; Social media; Consumer engagement; Social network theory; New product launch; Gaming market (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:189:y:2025:i:c:s0148296324006271

DOI: 10.1016/j.jbusres.2024.115123

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