Publications

Publication details [#60517]

Schramm, Holger and Johannes Knoll. 2015. Advertising in social network sites – Investigating the social influence of user-generated content on online advertising effects. Communications 40 (3) : 341–360.

Publication type

Article in journal

Publication language

English

Keywords

advertisement | influencing | internet | social network | social relationship

Place, Publisher

De Gruyter

Journal WWW

www.degruyter.com/journal/key/COMM/html

Annotation

Web users partaking in interpersonal relationship (interpersonal impact) and/or group membership (collective impact) with authors of user-created content which turns up beside advertising on the web page are more firmly affected in their reply to the advertising than unconnected users.