f01d1b6e_ns__Information__and_Decisions__Title
[Date] September 11, 2012 [Presenter] Jing Peng [Title] 
Dynamics of Social Advertising Social advertising, which uses the endorsement of friends as a way to establish trust, is becoming a more and more favorable approach to advertising in recent years. While there have been a number of studies investigating how content diffuse over social network, little has been done on how ads, which have very different nature with content, spread over social network in the literature. In addition, while a common practice in social advertising is to price an endorser based on her number of followers, it is still unclear how the marginal and overall influence of a user change with her network size. The typical implicit assumption that networks on different scales are homogenous in social influence makes little sense. Furthermore, most previous research on social influence takes it for granted that influential users are the most value users to target at, yet no comprehensive empirical study has been done to test whether influential users are necessarily the most cost‐efficient to target at in the social network. Using a dataset pertaining to the diffusion of ads on social network, this paper aims at studying how users with different scales network varies in their marginal and overall effects to influence and susceptibility and in their long term and short term effects to the dynamics of ads diffusion. Moreover, this paper evaluates the cost‐efficiency of targeting at users with different characteristics under different cost assumptions.
Seminars / Conferences - Operations, Information, and Decisions
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