Public Referral, Viral Campaign, and Celebrity Participation: A Social Network Analysis of the Ice Bucket Challenge on YouTube

Business & Economics

• Celebrity 100%
• Referral 93%
• Social Network Analysis 89%
• Participation 62%
• Homophily 30%
• Campaign Strategy 27%
• Social Networking 22%
• Decision Making 14%
• Social Media 13%

Social Sciences

• VIP 92%
• network analysis 83%
• social network 64%
• campaign 61%
• participation 43%
• social actor 17%
• networking 14%
• social media 13%
• decision making 10%

Engineering & Materials Science

• Ice 83%
• Electric network analysis 83%
• Decision making 29%