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

Johanna Schacht; Margeret Hall

doi:10.1007/978-3-642-39476-8_80

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

Johanna Schacht, Margeret Hall

Research output: Chapter in Book/Report/Conference proceeding › Conference 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 language	English (US)
Title of host publication	HCI International 2013 - Posters' Extended Abstracts - International Conference, HCI International 2013, Proceedings
Publisher	Springer Verlag
Pages	392-396
Number of pages	5
Edition	PART II
ISBN (Print)	9783642394751
DOIs	https://doi.org/10.1007/978-3-642-39476-8_80
State	Published - 2013
Externally published	Yes
Event	15th International Conference on Human-Computer Interaction, HCI International 2013 - Las Vegas, NV, United States Duration: Jul 21 2013 → Jul 26 2013

Publication series

Name	Communications in Computer and Information Science
Number	PART II
Volume	374
ISSN (Print)	1865-0929

Other

Other	15th International Conference on Human-Computer Interaction, HCI International 2013
Country/Territory	United States
City	Las Vegas, NV
Period	7/21/13 → 7/26/13

Keywords

Network propagation
online social media
viral marketing

ASJC Scopus subject areas

General Computer Science
General Mathematics

Access to Document

10.1007/978-3-642-39476-8_80

Cite this

Schacht, J., & Hall, M. (2013). Network Propagation - Chance or Design? Why Do People Share Online Content? In HCI International 2013 - Posters' Extended Abstracts - International Conference, HCI International 2013, Proceedings (PART II ed., pp. 392-396). (Communications in Computer and Information Science; Vol. 374, No. PART II). Springer Verlag. https://doi.org/10.1007/978-3-642-39476-8_80

Network Propagation - Chance or Design? Why Do People Share Online Content? / Schacht, Johanna; Hall, Margeret.
HCI International 2013 - Posters' Extended Abstracts - International Conference, HCI International 2013, Proceedings. PART II. ed. Springer Verlag, 2013. p. 392-396 (Communications in Computer and Information Science; Vol. 374, No. PART II).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Schacht, J & Hall, M 2013, Network Propagation - Chance or Design? Why Do People Share Online Content? in HCI International 2013 - Posters' Extended Abstracts - International Conference, HCI International 2013, Proceedings. PART II edn, Communications in Computer and Information Science, no. PART II, vol. 374, Springer Verlag, pp. 392-396, 15th International Conference on Human-Computer Interaction, HCI International 2013, Las Vegas, NV, United States, 7/21/13. https://doi.org/10.1007/978-3-642-39476-8_80

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