A significant challenge that online social media platforms such as Facebook and Twitter face today is acting as the custodians of the Internet while at the same time being the center of self-expression and user-generated content.…Read More
Identifying whether newspaper editors focus on what is newsworthy or what is trendy when choosing stories is important for the design of media regulation. This column shows how the popularity of an article, reflected by online clicks, influences the coverage of the story.…Read More
We aim to test if investment in branding – specifically investment in advertising – improves a firms’ outcomes in the labor markets. A…Read More
Khartoon Weiss, Spotify’s global head of verticals, shares how user behavior on the streaming platform informs the way brand partners target listeners.…Read More
Greg Isaacs of Branded Entertainment Network shared how his advertising company is using data analytics to revive the practice of product placement.…Read More
Gary Shenk, Founder and Executive Chairman at Branded Entertainment Network (BEN), explains how advertising is evolving in this era of ad-free streaming services.…Read More
We study the impact of network overlap — the overlap in network connections between two users — on content sharing in directed social media platforms. We propose a hazards model that flexibly captures the impact of three different measures of network overlap (i.e., common followees, common followers and common mutual followers) on content sharing.…Read More
We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and Natural Language Processing algorithms.…Read More
We study the impact of changes in the position of competing listings in organic search results on the performance of sponsored search advertisements. Using data for several keywords from an online retailer’s ad campaign, we measure the impact of organic competition on both click-through rate and conversion rate of sponsored search ads for these keywords.…Read More
There is a growing trend among consumers to serially consume small, incomplete “chunks” of multiple media types—television, radio, Internet, and print—within a short time period. We refer to this behavior as media multiplexing and note the key challenges for integrated marketing communications media planners.…Read More
