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Social influence in social advertising
2012
Proceedings of the 13th ACM Conference on Electronic Commerce - EC '12
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. For these
doi:10.1145/2229012.2229027
dblp:conf/sigecom/BakshyEYR12
fatcat:r4z2ppa565g6fg5n5wz2cilhee