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When YouTubers launch a sports drink: A social network analysis case study of the virality related to Prime Hydration

Ahmed, Wasim
; 
Hardey, Mariann
; 
Fenton, Alex
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University of Hull; Universiy; Durham University; University of Chester
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2025-06-26
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Centre for Professional and Economic Development
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Abstract
When entertainment influencers launch products like sports drinks, it often leads to significant online conversations that shape public perception and consumer behaviour. This case study examines such discussions surrounding Prime Hydration on X (formerly Twitter) from December 2022 using Social Network Analysis (SNA). A total of 1,562 tweets were retrieved from d posted by 1,536 Twitter users. The analysis identifies two main groups: isolated users sharing individual opinions, sometimes questioning the hype and central influencers KSI and Logan Paul, whose posts drove widespread engagement. The most active discussions during our time period were in the United Kingdom and North America, where the product was heavily promoted and readily available at retailers. Australia and Southeast Asia showed moderate interest, while Africa and South America had less activity, potentially reflecting varying levels of market penetration. Our research highlights how SNA can effectively map social media conversations, offering valuable insights into the influence of key users and global consumer reactions. The findings emphasize how influencer-driven marketing significantly impacts public dialogue and regional brand visibility, underscoring the importance of credibility and authenticity of social media influencers.
Citation
Ahmed, W., Hardey, M., & Fenton, A. (2025). When YouTubers launch a sports drink: A social network analysis case study of the virality related to Prime Hydration. In M. L. Khan (Ed.), Oxford Intersections: Social Media in Society and Culture. Oxford University Press. https://doi.org/10.1093/9780198945253.003.0002
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Oxford University Press
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http://hdl.handle.net/10034/629282
DOI
10.1093/9780198945253.003.0002
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Article
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https://academic.oup.com/edited-volume/60551/chapter-abstract/523642498?redirectedFrom=fulltext