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

Jaimie Y. Park, Yunkyu Sohn, Sue Moon

研究成果: Conference contribution

7 被引用数 (Scopus)

抄録

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.

本文言語English
ホスト出版物のタイトルProceedings of the 10th International Conference on Web and Social Media, ICWSM 2016
出版社AAAI Press
ページ299-308
ページ数10
ISBN(電子版)9781577357582
出版ステータスPublished - 2016
外部発表はい
イベント10th International Conference on Web and Social Media, ICWSM 2016 - Cologne, Germany
継続期間: 2016 5月 172016 5月 20

出版物シリーズ

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

Conference

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

ASJC Scopus subject areas

  • コンピュータ ネットワークおよび通信

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