A Simplified Mobile Advertising Model to Study Advertising Spreading through Personal Social Networks and Branded Apps

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2023-03-19 DOI:10.1080/10496491.2023.2189204

Alexander Garcia‐Davalos, J. García-Duque

引用次数: 0

Abstract

Abstract Research on mobile advertising has evolved considerably over the last few years. However, several under-researched topics remain, including mobile advertising spreading by leveraging users’ personal social networks. The present research addresses this gap by proposing a model for studying advertising spreading through personal networks using a viral approach and branded apps. The proposed model simulation suggests that the influence of spreader users’ percentage in ad spreading was significant, but increasing it beyond 20% did not impact the spreading growth. Additionally, including user privacy perception in the model positively affected spreading by increasing advertising propagation risk.

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一个简化的移动广告模型来研究广告在个人社交网络和品牌应用中的传播

摘要在过去的几年里，对移动广告的研究有了很大的发展。然而，一些研究不足的话题仍然存在，包括利用用户的个人社交网络传播移动广告。目前的研究通过提出一个模型来解决这一差距，该模型用于研究使用病毒方法和品牌应用程序通过个人网络传播的广告。所提出的模型模拟表明，传播者用户在广告传播中的比例影响显著，但将其提高到20%以上并不影响传播增长。此外，将用户隐私感知纳入模型会增加广告传播风险，从而对传播产生积极影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.