Network Overlap and Content Sharing on Social Media Platforms

Published Research

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

Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook

Published Research

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

Do Organic Results Help or Hurt Sponsored Search Performance?

Published Research

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

Media Multiplexing Behavior: Implications for Targeting and Media Planning

Published Research

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