Citation

The Context is the Message. Social Influence of User-Generated Content on Online Advertising Effects

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Abstract:

User-generated content is omnipresent in the web and there is growing evidence that it is used to select or evaluate professionally created online information. The present study investigated how this surrounding content affects online advertising by drawing from social influence theory. Specifically, it was assumed that web users sharing an interpersonal relationship (interpersonal influence) and/or a group membership (collective influence) with authors of user-generated content, which appears next to advertising on the web page, are more strongly influenced in their response to the advertising than are unrelated users. These assumptions were tested in a 2  2 between-subject experiment with 118 students who were exposed to four different Facebook profiles that differed in terms of interpersonal connection to the source (existent/non-existent) and collective connection to the source (existent/non-existent). The results show improved advertising outcomes in the case of collective influence, but not in the case of interpersonal influence.

Most Common Document Word Stems:

social (164), influenc (157), user (102), advertis (92), interperson (87), collect (77), content (72), self (66), effect (63), group (62), ugc (55), generat (53), m (51), connect (50), user-gener (47), attitud (47), person (46), identif (45), onlin (45), particip (43), product (42),
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Association:
Name: International Communication Association
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p638029_index.html
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MLA Citation:

Knoll, Johannes. "The Context is the Message. Social Influence of User-Generated Content on Online Advertising Effects" Paper presented at the annual meeting of the International Communication Association, Hilton Metropole Hotel, London, England, Jun 14, 2013 <Not Available>. 2018-08-31 <http://citation.allacademic.com/meta/p638029_index.html>

APA Citation:

Knoll, J. , 2013-06-14 "The Context is the Message. Social Influence of User-Generated Content on Online Advertising Effects" Paper presented at the annual meeting of the International Communication Association, Hilton Metropole Hotel, London, England Online <APPLICATION/PDF>. 2018-08-31 from http://citation.allacademic.com/meta/p638029_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: User-generated content is omnipresent in the web and there is growing evidence that it is used to select or evaluate professionally created online information. The present study investigated how this surrounding content affects online advertising by drawing from social influence theory. Specifically, it was assumed that web users sharing an interpersonal relationship (interpersonal influence) and/or a group membership (collective influence) with authors of user-generated content, which appears next to advertising on the web page, are more strongly influenced in their response to the advertising than are unrelated users. These assumptions were tested in a 2  2 between-subject experiment with 118 students who were exposed to four different Facebook profiles that differed in terms of interpersonal connection to the source (existent/non-existent) and collective connection to the source (existent/non-existent). The results show improved advertising outcomes in the case of collective influence, but not in the case of interpersonal influence.


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