Competing online: a netnographic study on twitch influencers
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2018-11-21
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Rosenthal, Benjamin
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The research, through the analysis of four influencers and the interviews of their staff members aimed to outline the most successful strategies used in building strong personal brands and the related communities. After having highlighted the baseline strategy, namely the practice of sharing specific values and experience to bond the community together, the research distinguished four different ideal profiles to inspire the neophytes, based on real effective cases.