Power of earned advertising on social network services: A case study of friend tagging on Facebook

Jaimie Y. Park, Yunkyu Sohn, Sue Moon

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 10th International Conference on Web and Social Media, ICWSM 2016
PublisherAAAI Press
Pages299-308
Number of pages10
ISBN (Electronic)9781577357582
Publication statusPublished - 2016 Jan 1
Externally publishedYes
Event10th International Conference on Web and Social Media, ICWSM 2016 - Cologne, Germany
Duration: 2016 May 172016 May 20

Publication series

NameProceedings of the 10th International Conference on Web and Social Media, ICWSM 2016

Conference

Conference10th International Conference on Web and Social Media, ICWSM 2016
CountryGermany
CityCologne
Period16/5/1716/5/20

ASJC Scopus subject areas

  • Computer Networks and Communications

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  • Cite this

    Park, J. Y., Sohn, Y., & Moon, S. (2016). Power of earned advertising on social network services: A case study of friend tagging on Facebook. In Proceedings of the 10th International Conference on Web and Social Media, ICWSM 2016 (pp. 299-308). (Proceedings of the 10th International Conference on Web and Social Media, ICWSM 2016). AAAI Press.