The rise of electronic social networks and implications for advertisers - Sciences Po Accéder directement au contenu
Article Dans Une Revue Technological Forecasting and Social Change Année : 2018

The rise of electronic social networks and implications for advertisers

Résumé

The rise of modern digital communication technologies, most notably electronic social networks, transforms structures through which consumers interact with one another. In this paper we distinguish between two channels through which product promotion affects sales. The direct channel always positively affects consumers' pre-purchase valuation. The indirect channel goes through word-of-mouth (WoM) and can be either positive or negative. The sentiment contained in WoM is generated by the complex interaction process and depends on the aggressiveness of the advertising campaign. We investigate the implications of the current changes in social network architectures for the effectiveness of the indirect channel. We show that changes in social structures have increased the efficiency of WoM across a host of industries. Our results call for “smart” advertising policies.
Fichier principal
Vignette du fichier
2018-technological-change.pdf (701.68 Ko) Télécharger le fichier
Origine : Fichiers éditeurs autorisés sur une archive ouverte

Dates et versions

hal-03471523 , version 1 (08-12-2021)

Licence

Paternité - Pas d'utilisation commerciale - Pas de modification

Identifiants

Citer

Zakaria Babutsidze. The rise of electronic social networks and implications for advertisers. Technological Forecasting and Social Change, 2018, 137, pp.27-39. ⟨10.1016/j.techfore.2018.06.010⟩. ⟨hal-03471523⟩
70 Consultations
73 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More