The tactical use of mobile marketing: How adolescents’ social networking can best shape brand extensions

Shintaro Okazaki

doi:10.2501/S0021849909090102

The tactical use of mobile marketing: How adolescents’ social networking can best shape brand extensions

Shintaro Okazaki

Marketing : King's Business School

Research output: Contribution to journal › Article › peer-review

64 Citations (Scopus)

Abstract

This paper examines the impact of social capital on advertising performance in an online social network. Specifically, we show that a widely-employed measure of social capital—network constraint—explains variation in the number of click-throughs received by 5986 banner advertisements appearing on 25 Twitter-related websites. As predicted, banner advertisements receive significantly more clicks when placed on websites that bridge structural holes, i.e. bridge otherwise disconnected segments of the network.

Original language	English
Pages (from-to)	12-26
Number of pages	15
Journal	JOURNAL OF ADVERTISING RESEARCH
Volume	49
Issue number	1
DOIs	https://doi.org/10.2501/S0021849909090102
Publication status	Published - Mar 2009

Keywords

Mobile marketing
Mobile commerce
Mobile phone
Marketing
Internet marketing

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10.2501/S0021849909090102

Cite this

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abstract = "This paper examines the impact of social capital on advertising performance in an online social network. Specifically, we show that a widely-employed measure of social capital—network constraint—explains variation in the number of click-throughs received by 5986 banner advertisements appearing on 25 Twitter-related websites. As predicted, banner advertisements receive significantly more clicks when placed on websites that bridge structural holes, i.e. bridge otherwise disconnected segments of the network.",

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KW - Mobile commerce

KW - Mobile phone

KW - Marketing

KW - Internet marketing

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The tactical use of mobile marketing: How adolescents’ social networking can best shape brand extensions

Abstract

Keywords

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