Digital technology is rapidly reshaping the way how brands interact with consumers.More and more marketers are shifting their focus from traditional marketing channels (e.g., TV) to digital channels (e.g., social media platforms).A receiver is also more likely to share content if she shares more common followers and common mutual followers with the sender.
The first chapter aims to provide insights on how to target customers who are connected to each other on social media platforms.
We investigate how the network embeddedness (i.e., number of common followees, common followers, and common mutual followers) between two users impacts information diffusion from one (sender) to another (receiver).
New advertisements are exposing women in ways different from ever before: the semiotic placement of the Robert Cavalli fashion advertisement found in In Style Magazine reveals the distorted perceptions that are placed on women of a hyper-sexualized and submissive female gender role in American culture.
The color scheme layout and visual focus of the ad augment the construction of the overly sexual female function in society. It is flashy and easily noticeable while flipping through the magazine pages.
By analyzing the sharing of sponsored ads on Digg and brand-authored tweets on Twitter, we find that the effect of embeddedness in directed networks varies across different types of “neighbors”.
A receiver is more likely to share content from a sender if they share more common followees.The role of gender in advertising has been an issue in society since the advent of modern media and advertising methods.Modern media uses methods that concentrate on sex and the stereotypical images and ideas of the parts men and women play as consumers.The second chapter strives to understand what affects paid endorsers’ participation and effectiveness in social advertising campaigns.We conduct a field experiment with an invitation design in which we manipulate both incentives and a soft eligibility requirement to participate in the campaign. (1) Payments higher than the average reward a potential endorser received in the past (gains) do not increase participation, whereas lower payments (losses) decrease participation.They try to get people to buy their products, by showing them the good rather than bad of their products.Advertisers influence our emotions by techniques that include stereotyping and targeting the audience according to who we are.(3) Which characteristics are associated with effectiveness depends on whether success is measured in likes, comments, or retweets.For marketing managers, our findings provide insights on how to target customers in a directed network at a micro level and how to improve social advertising campaigns by better targeting and incenting potential endorsers.Ads appear on television, as well as radio, newspapers, magazines and as billboards in streets and cities.Some stores simply advertise by placing signs showing a sales price beside the item.