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Measuring the diffusion of marketing messages across a social network
2012
Journal of Direct Data and Digital Marketing Practice
The last few years have seen signifi cant investment in social media as an adver sing, marke ng and customer outreach opportunity. In the US alone, in 2010, almost $ 1.7 bn was spent by adver sers on social media marke ng, with 53 per cent specifi cally allocated to Facebook 1 . Due to the explicit links that users maintain with each other, social media pla orms are perceived as a highly suited environment for network-based marke ng: word-of-mouth marke ng, diff usion of innova on, or buzz and
doi:10.1057/dddmp.2012.25
fatcat:7mao6br4zfhgbkuuiquou5nnhy