Communications of the Association for Information Systems


This teaching case is about ‘Yohani’ – a Global YouTube sensation. Yohani’s song ‘Menike Mage Hithe’ reached the top hits of Amazon Music and Spotify, eventually making its way to the YouTube Top-10 global charts in September 2021. Gathering in-depth insights from the executive staff behind her record label company and her creative company, this teaching case demonstrates (i) the role of a social media strategy in contemporary businesses and entrepreneurs; (ii) social media hygiene factors that one must consider; (iii) how social media insights gained through analytics assisted in delivering a carefully orchestrated business strategy, and (iv) how a combination of social media platforms was employed while considering a range of technological, geographical, financial and social factors. The case and its teaching notes are suitable for undergraduate and postgraduate students studying a contemporary information systems management course.





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