Advertising in social network sites - Investigating the social influencen   of user-generated content on online advertising effects

Knoll Johannes; Schramm Holger

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Advertising in social network sites - Investigating the social influencen of user-generated content on online advertising effects

机译：社交网站中的广告-调查用户生成的内容对在线广告效果的社会影响

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In today's social online world there is a variety of interaction and participatory possibilities which enable web users to actively produce content themselves. This 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 sha

机译：在当今的社交在线世界中，存在各种交互作用和参与可能性，使网络用户能够主动制作自己的内容。用户生成的内容在网络上无处不在，并且越来越多的证据表明，该内容用于选择或评估专业创建的在线信息。本研究通过社会影响力理论研究了周围的内容如何影响在线广告。具体来说，假设网络用户

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来源
《Communications》 |2015年第3期|341-360|共20页
作者
Knoll Johannes; Schramm Holger;
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作者单位

Univ Vienna, Dept Commun, A-1010 Vienna, Austria.;

Univ Wurzburg, Inst Human Comp Media, D-97070 Wurzburg, Germany.;

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原文格式 PDF
正文语种 eng
中图分类
关键词
online advertising; social network sites; social influence; user-generated content; advertising effects;

机译：在线广告;社交网站;社会影响力;用户生成的内容;广告效果;

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1. Why we watch others' responses to online advertising - investigating users' motivations for viewing user-generated content in the context of online advertising [J] . Johannes Knoll, Ramona Proksch Journal of marketing communications . 2017,第4期

机译：为什么我们观看他人对在线广告的反应-调查用户在在线广告的背景下查看用户生成的内容的动机
2. Advertising Content, Platform Characteristics and the Appeal of Beer Advertising on a Social Networking Site [J] . Noel Jonathan K., Babor Thomas F., Grady James J. Alcohol and alcoholism: international journal of the Medical Council on Alcoholism . 2018,第5期

机译：在社交网站上广告内容，平台特征和啤酒广告吸引力
3. Users on Social Network Sites- Flight from Reality and Its Effects on Acceptance of Social Network Advertising: A Gratification Perspective [J] . Imran Anwar Mir Journal of creative communications . 2017,第2期

机译：社交网站上的用户-脱离现实及其对社交网络广告接受度的影响：一种满足感的观点
4. Social Media’s and Online User-Generated Content’s Role in Services Advertising [C] . Stavrianea A., Androniki Kavoura International Conference on Integrated Information . 2015

机译：社交媒体和在线用户生成的内容在服务广告中的角色
5. Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site. [D] . Toler, Richard L., Jr. 2017

机译：社交网站中广告参与度，消费者态度和视频广告参与度的结构方程模型。
6. The Role of Online Social Identity in the Relationship Between Alcohol-Related Content on Social Networking Sites and Adolescent Alcohol Use [O] . Karlee J. Pegg, Alexander W. ODonnell, Girish Lala, -1

机译：在线社交身份在社交网站上与酒精相关的内容与青少年饮酒之间的关系中的作用
7. Advertising in social network sites – Investigating the social influence of user-generated content on online advertising effects [O] . Johannes Knoll, Holger Schramm 2015

机译：社交网站的广告 - 调查在线广告效果上的用户生成内容的社会影响

Advertising in social network sites - Investigating the social influencen of user-generated content on online advertising effects

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