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.
Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers
Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between […]