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.
Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition
Abstract: The purpose of this study was to investigate the role of advertising format and cognitive load in shaping the effect of covert advertisements on participants advertising recognition and outcomes. In a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment (N = 82), participants […]
Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising
Abstract: The present study sought to define and test the effects of “mistargeting” – that is, the phenomenon in which consumers are delivered online behavioral advertising (OBA) that has served them an irrelevant ad based on misinterpreted characteristics. Results of a 2 (ad mechanism disclosure: present/absent) x 2 (targeted ad accuracy: high/low) between-subjects experiment (N […]
Matthew BinfordBartosz WojdynskiShuoya SunYen-I Lee