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A Social Networks Approach to Viral Advertising: The role of Primary, Contextual, and Low Influencers Itai Himelboim

Abstract: The diffusion of social networking platforms ushered in a new age of peer-to-peer distributed online advertising content, widely referred to as viral advertising. The current study proposes a social networks approach to the study of viral advertising and identifying influencers. Expanding beyond the conventional retweets metrics to include Twitter mentions as connection in the […]

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