TY - GEN
T1 - Power of earned advertising on social network services
T2 - 10th International Conference on Web and Social Media, ICWSM 2016
AU - Park, Jaimie Y.
AU - Sohn, Yunkyu
AU - Moon, Sue
PY - 2016/1/1
Y1 - 2016/1/1
N2 - Social network services (SNSs) are now the primary advertising medium in terms of both reach and engagement. For both businesses and the SNS providers, it is crucial to find advertising methods that users perceive to be valuable. In this paper, we provide an empirical evidence for the role of different advertising methods on SNSs (i.e. earned vs. paid) on the subjective evaluation of the relative worth of advertising. In particular, we concentrate on the act of 'friend tagging' - the convention of tagging friends in a thread to a brand post - where users inadvertently engage in targeted and personalized brand advertising. Through survey analysis, we validate that users find earned advertising less irritating and more informative, entertaining, and credible than paid advertising. We further ask if brands can strategically craft their content to boost up friend tagging. Using the data collected from Facebook, we analyze what drives users to engage in friend tagging and find that content characteristics such as media attachments and posting times affect friend tagging frequency. We conclude that friend tagging is a powerful user-initiated solution for matching products with potential target audience.
AB - Social network services (SNSs) are now the primary advertising medium in terms of both reach and engagement. For both businesses and the SNS providers, it is crucial to find advertising methods that users perceive to be valuable. In this paper, we provide an empirical evidence for the role of different advertising methods on SNSs (i.e. earned vs. paid) on the subjective evaluation of the relative worth of advertising. In particular, we concentrate on the act of 'friend tagging' - the convention of tagging friends in a thread to a brand post - where users inadvertently engage in targeted and personalized brand advertising. Through survey analysis, we validate that users find earned advertising less irritating and more informative, entertaining, and credible than paid advertising. We further ask if brands can strategically craft their content to boost up friend tagging. Using the data collected from Facebook, we analyze what drives users to engage in friend tagging and find that content characteristics such as media attachments and posting times affect friend tagging frequency. We conclude that friend tagging is a powerful user-initiated solution for matching products with potential target audience.
UR - http://www.scopus.com/inward/record.url?scp=84979518356&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84979518356&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:84979518356
T3 - Proceedings of the 10th International Conference on Web and Social Media, ICWSM 2016
SP - 299
EP - 308
BT - Proceedings of the 10th International Conference on Web and Social Media, ICWSM 2016
PB - AAAI Press
Y2 - 17 May 2016 through 20 May 2016
ER -