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Advertising to Early Trend Propagators: Evidence from Twitter
Marketing science (Providence, R.I.)
Marketing has often stressed the importance of targeting firm communications to consumers who embrace and propagate trends. However, little is known about whether early trend propagators are indeed responsive to firm-sponsored messages. To explore this question, we use data from two field tests conducted by a charity and an emerging fashion firm on the micro-blogging service Twitter. On Twitter, 'promoted tweets' allow advertisers to target individuals based on the content of their recentdoi:10.1287/mksc.2017.1062 fatcat:czwe2jdahvhijchug6qtkatoxe