DFG Research Group: How social media is changing marketing
Dynamic effects of moment-to-moment likeability on virality of online ads
15 January 2016, by Timo Mandler
A new paper by Edlira Shehu, Tammo Bijmolt and Michel Clement contributes to to work of our research group. „Dynamic effects of moment-to-moment likability on virality of online ads“ will be published in the Journal of Interatice Marketing. The authors analyze the virality of advertisement and the influencing factors on the consumer decision to share an ad on a social media network. The data analyzed enfolds 120 ad postings and some 43.000 consumer ratings.