Breadth, depth, and speed: diffusion of advertising messages on microblogging sites

Purpose – The purpose of this paper is to present an empirical assessment of the diffusion of advertising messages on microblogging sites. The diffusion properties of advertising messages are quantified based on the following three aspects: diffusion breadth, depth, and speed. Furthermore, this stud...

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Veröffentlicht in:	Internet research 2015-06, Vol.25 (3), p.453-470
Hauptverfasser:	Zhang, Lun, Peng, Tai-Quan
Format:	Artikel
Sprache:	eng
Schlagworte:	Access to Information Advertising Advertising campaigns Attention Audiences Communication Communication (Thought Transfer) Consumers Diffusion Diffusion effects Diffusion rate Diffusion theory Feedback (Response) Generalized linear models Information & communications technology Information & knowledge management Information retrieval Information sources Internet Literature Reviews Mass Media Mathematical models Messages Microblogs Networks Social Media Social networks Websites Windows (intervals)
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