题名 | What triggers sharing in viral marketing? the role of emotion and social feature |
作者 | |
发表日期 | 2015 |
会议名称 | 19th Pacific Asia Conference on Information Systems, PACIS 2015 |
会议录名称 | Pacific Asia Conference on Information Systems, PACIS 2015 - Proceedings
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会议日期 | July 5- 9, 2015 |
会议地点 | Singapore |
摘要 | Viral marketing has attracted attention from both academics and practitioners. With the rise of usergenerated content (UGC) and broadcasting networks, viral online video advertising campaigns (viral advertising in short) are an emerging trend in viral marketing. Previous literature mainly studied the influence of network structure on viral advertising. Here, we extend such works by decomposing the diffusion network into individual sharing behavior. We based our work on theories of emotion and social networks by proposing a framework that specifies the role of emotion and social feature on individuals' sharing of online video advertisements in viral marketing campaigns. The framework will be tested using real-world data extracted from online broadcasting networks in the future work. |
关键词 | Content sharing Emotions Social network Viral marketing |
URL | 查看来源 |
语种 | 英语English |
Scopus入藏号 | 2-s2.0-84978754017 |
引用统计 | |
文献类型 | 会议论文 |
条目标识符 | https://repository.uic.edu.cn/handle/39GCC9TT/11007 |
专题 | 个人在本单位外知识产出 |
作者单位 | 1.Nottingham University Business School China,University of Nottingham Ningbo China,Ningbo, Zhejiang,China 2.School of Computer Science,University of Nottingham Ningbo China,Ningbo, Zhejiang,China |
推荐引用方式 GB/T 7714 | Li, Boying,Chong, Alain Yee Loong,Ch'ng, Eugene. What triggers sharing in viral marketing? the role of emotion and social feature[C], 2015. |
条目包含的文件 | 条目无相关文件。 |
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