What Drives Consumers to Click on Social Media Ads? The Roles of Content, Media, and Individual Factors.
En MaoJing ZhangPublished in: HICSS (2015)
Keyphrases
- social media
- media content
- search advertising
- contextual advertising
- user generated content
- multimedia
- multimedia content
- social context
- social media data
- user generated
- sponsored search
- news media
- targeted advertising
- online forums
- search engine
- tv programs
- cross media
- online consumer
- social media platforms
- web content
- multimedia data
- web search
- click prediction
- individual level
- social connections
- user comments
- product information
- keyword extraction
- short text
- content providers
- factors affecting
- digital content
- online communities
- social media content
- keywords
- metadata
- web pages
- digital media
- social networking sites
- emerging topics