Social Influence in Social Advertising: Evidence from Field Experiments

19 Jun 2012Eytan BakshyDean EcklesRong YanItamar Rosenn

Social advertising uses information about consumers' peers, including peer affiliations with a brand, product, organization, etc., to target ads and contextualize their display. This approach can increase ad efficacy for two main reasons: peers' affiliations reflect unobserved consumer characteristics, which are correlated along the social network; and the inclusion of social cues (i.e., peers' association with a brand) alongside ads affect responses via social influence processes... (read more)

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