no code implementations • 19 Jun 2012 • Eytan Bakshy, Dean Eckles, Rong Yan, Itamar Rosenn
This approach can increase ad efficacy for two main reasons: peers' affiliations reflect unobserved consumer characteristics, which are correlated along the social network; and the inclusion of social cues (i. e., peers' association with a brand) alongside ads affect responses via social influence processes.
Social and Information Networks Physics and Society Applications J.4; H.1.2
