A Network Approach to Viral Advertising: The role of traditional influencers, new influencers and low-influencers

Paper presented at the annual conference of the American Academy ofAdvertising. New York, NY. May 22-25

Abstract: The diffusion of social networks platforms opened the door to a new age of peer to peer distributed advertising content widely referred to as viral advertising. The current study proposes a social networks approach to the study of viral advertising. Expanding beyond the conventional retweets metrics to include Twitter mentions as connection in the network, this study identifies three groups of key users: Hubs – highly retweeted users, Bridges – highly mentioned users connecting otherwise primarily disconnected users, and Isolates – low influence users. The role that each of these users in viral advertising is discussed and illustrated by a case study of Heineken’s Worlds Apart campaign. We discuss the contribution of the network approach in the context of the growing body of literature on this relatively new advertising strategy examining, key variables that may lead to the success of social media advertising campaign.

Itai Himelboim 

Related Research

I laugh at your pain: Effects of violation of social norms and affect on evaluation of ads that are both humorous and violent

Alexandra Frank (Ph.D. student), Glenna Read, Geoff L.Duncan (PhD student), Weinberger, M. G., & Gulas, C. S. (to be presented 2023). “I laugh at your pain: Effects of violation of […]

Glenna ReadJeffrey Duncan
read more
Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms

Eline Brussee, Eva Van Reijmersdal, Nathaniel Evans, and Bart Wojdynski (forthcoming), “Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms,” Journal of Interactive Advertising Abstract: This study aims […]

Nathaniel J. EvansBartosz Wojdynski
read more