科研成果详情

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
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
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语种英语English
Scopus入藏号2-s2.0-84978754017
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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.
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