Dancing with the Stars: Denitsa Ikonomova
(6 pages of text)
Denitsa Ikonomova is a champion professional dancer on Dancing with the Stars (France) who has become a desired social media influencer. She must now consider the business side of her profession and decide how to leverage her celebrity.
This case was written for marketing communications, digital marketing, brand management, and general marketing courses. It is appropriate for use in either undergraduate or graduate classes. This case focuses on social media influence, metrics, and branding. Working through the case and Assignment Questions will give students the opportunity to:
- appreciate social media influencers;
- calculate the value of a social media influencer;
- understand how to grow a social media network; and
understand how to align an influencer with a brand.
This case has been developed for both online teaching and traditional classroom teaching.
France, Small, 2018
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