Network Propagation - Chance or Design? Why Do People Share Online Content?

Johanna Schacht, Margeret Hall

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations

Abstract

Introduction: New media offer new opportunities. Does this also provide stronger influence over potential customers? With the possibility of ad block, the forward goal must be to develop consumer's desire to consume advertising. Having consumers' attention immensely increases likelihood them to remember content. (Cowan, 1995) This drives researchers to investigate the reasons artifacts become viral on the internet. What factors need to be in place to guarantee virality? Can there be a 'how-to' instruction guide? What needs to be considered when creating ads in order for this new advertising mechanism to be successful? In what way does the content of ads predict viral potential?.

Original languageEnglish (US)
Title of host publicationHCI International 2013 - Posters' Extended Abstracts - International Conference, HCI International 2013, Proceedings
PublisherSpringer Verlag
Pages392-396
Number of pages5
EditionPART II
ISBN (Print)9783642394751
DOIs
StatePublished - 2013
Event15th International Conference on Human-Computer Interaction, HCI International 2013 - Las Vegas, NV, United States
Duration: Jul 21 2013Jul 26 2013

Publication series

NameCommunications in Computer and Information Science
NumberPART II
Volume374
ISSN (Print)1865-0929

Other

Other15th International Conference on Human-Computer Interaction, HCI International 2013
CountryUnited States
CityLas Vegas, NV
Period7/21/137/26/13

Keywords

  • Network propagation
  • online social media
  • viral marketing

ASJC Scopus subject areas

  • Computer Science(all)
  • Mathematics(all)

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