Advertising Effectiveness in Social Networking Sites: Social Ties, Expertise, and Product Type

@article{Chang2012AdvertisingEI,
  title={Advertising Effectiveness in Social Networking Sites: Social Ties, Expertise, and Product Type},
  author={Klarissa Ting-Ting Chang and Chen Wen and Bernard C. Y. Tan},
  journal={IEEE Transactions on Engineering Management},
  year={2012},
  volume={59},
  pages={634-643}
}
Social networking sites (SNSs) have gained immense popularity. This phenomenon has created new marketing opportunities for companies to leverage on online networks. In particular, SNSs allow the conceptualization of a new type of product endorser: the “friend.” However, the effectiveness of friends as endorsers on SNS remains unknown compared with other… CONTINUE READING