{"id":"https://openalex.org/W2219028472","doi":null,"title":"How to Better Target and Incent Paid Endorsers in Social Advertising Campaigns: A Field Experiment","display_name":"How to Better Target and Incent Paid Endorsers in Social Advertising Campaigns: A Field Experiment","publication_year":2015,"publication_date":"2015-01-01","ids":{"openalex":"https://openalex.org/W2219028472","mag":"2219028472"},"language":"en","primary_location":{"id":"mag:2219028472","doi":null,"is_oa":false,"landing_page_url":"https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1686&context=icis2015","pdf_url":null,"source":{"id":"https://openalex.org/S4306419566","display_name":"International Conference on Information Systems","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"International Conference on Information Systems","raw_type":null},"volume":null,"type":"conference-paper","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5072128915","display_name":"Jing Peng","orcid":"https://orcid.org/0000-0001-5490-6228","observed_orcids":["https://orcid.org/0000-0001-5490-6228"]},"institutions":[{"id":"https://openalex.org/I79576946","display_name":"University of Pennsylvania","ror":"https://ror.org/00b30xv10","country_code":"US","type":"education","lineage":["https://openalex.org/I79576946"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Jing Peng","raw_affiliation_strings":["University of Pennsylvania, Philadelphia, United States"],"raw_orcid":"https://orcid.org/0000-0001-5490-6228","affiliations":[{"raw_affiliation_string":"University of Pennsylvania, Philadelphia, United States","institution_ids":["https://openalex.org/I79576946"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5036557860","display_name":"Christophe Van den Bulte","orcid":"https://orcid.org/0000-0001-9708-1596","observed_orcids":["https://orcid.org/0000-0001-9708-1596"]},"institutions":[{"id":"https://openalex.org/I79576946","display_name":"University of Pennsylvania","ror":"https://ror.org/00b30xv10","country_code":"US","type":"education","lineage":["https://openalex.org/I79576946"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Christophe Van den Bulte","raw_affiliation_strings":["#N#               * University of Pennsylvania"],"raw_orcid":"https://orcid.org/0000-0001-9708-1596","affiliations":[{"raw_affiliation_string":"#N#               * University of Pennsylvania","institution_ids":["https://openalex.org/I79576946"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I79576946"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":93},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11704","display_name":"Mobile Crowdsensing and Crowdsourcing","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1706","display_name":"Computer Science Applications"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10064","display_name":"Complex Network Analysis Techniques","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/3109","display_name":"Statistical and Nonlinear Physics"},"field":{"id":"https://openalex.org/fields/31","display_name":"Physics and Astronomy"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-advertising","display_name":"social advertising","score":0.8109999895095825},{"id":"https://openalex.org/keywords/influencer-marketing","display_name":"influencer marketing","score":0.7910000085830688},{"id":"https://openalex.org/keywords/endorsers","display_name":"endorsers","score":0.6790000200271606},{"id":"https://openalex.org/keywords/financial-incentives","display_name":"financial incentives","score":0.7879999876022339},{"id":"https://openalex.org/keywords/engagement","display_name":"engagement","score":0.3409999907016754},{"id":"https://openalex.org/keywords/online-engagement","display_name":"online engagement","score":0.3959999978542328},{"id":"https://openalex.org/keywords/crowdsourcing","display_name":"crowdsourcing","score":0.5239999890327454},{"id":"https://openalex.org/keywords/wage-rates","display_name":"wage rates","score":0.5929999947547913},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.4059999883174896}],"concepts":[{"id":"https://openalex.org/C31173074","wikidata":"https://www.wikidata.org/wiki/Q2632514","display_name":"Attractiveness","level":2,"score":0.8703513741493225},{"id":"https://openalex.org/C29122968","wikidata":"https://www.wikidata.org/wiki/Q1414816","display_name":"Incentive","level":2,"score":0.7393838167190552},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5964058041572571},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5848573446273804},{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.5678146481513977},{"id":"https://openalex.org/C9652623","wikidata":"https://www.wikidata.org/wiki/Q190109","display_name":"Field (mathematics)","level":2,"score":0.45562198758125305},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.4517974555492401},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4496024250984192},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.21487802267074585},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.20273253321647644},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.18363934755325317},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.10764807462692261},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C46312422","wikidata":"https://www.wikidata.org/wiki/Q11024","display_name":"Communication","level":1,"score":0.0},{"id":"https://openalex.org/C202444582","wikidata":"https://www.wikidata.org/wiki/Q837863","display_name":"Pure mathematics","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C11171543","wikidata":"https://www.wikidata.org/wiki/Q41630","display_name":"Psychoanalysis","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"mag:2219028472","doi":null,"is_oa":false,"landing_page_url":"https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1686&context=icis2015","pdf_url":null,"source":{"id":"https://openalex.org/S4306419566","display_name":"International Conference on Information Systems","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"International Conference on Information Systems","raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":31,"referenced_works":["https://openalex.org/W648666534","https://openalex.org/W1558711877","https://openalex.org/W1940875680","https://openalex.org/W1980399432","https://openalex.org/W1983370134","https://openalex.org/W1988407346","https://openalex.org/W1988644013","https://openalex.org/W2003741412","https://openalex.org/W2006867740","https://openalex.org/W2019699866","https://openalex.org/W2031811990","https://openalex.org/W2041563290","https://openalex.org/W2064634824","https://openalex.org/W2079823194","https://openalex.org/W2096134841","https://openalex.org/W2098865355","https://openalex.org/W2100637281","https://openalex.org/W2109469951","https://openalex.org/W2113569730","https://openalex.org/W2119192275","https://openalex.org/W2124405828","https://openalex.org/W2125070112","https://openalex.org/W2139122730","https://openalex.org/W2145642236","https://openalex.org/W2146125869","https://openalex.org/W2173363650","https://openalex.org/W2467719244","https://openalex.org/W3121863214","https://openalex.org/W3122078363","https://openalex.org/W3122508723","https://openalex.org/W6941178040"],"related_works":["https://openalex.org/W2210738173","https://openalex.org/W4391315566","https://openalex.org/W3210830607","https://openalex.org/W4250760465","https://openalex.org/W906140852","https://openalex.org/W2048003064","https://openalex.org/W2558432785","https://openalex.org/W2768661259","https://openalex.org/W2090913288","https://openalex.org/W2952937551"],"abstract_inverted_index":{"We":[0,67],"investigate":[1,31],"paid":[2,136],"endorsement":[3,137],"as":[4],"a":[5,69],"crowd-sourcing":[6],"social":[7],"advertising":[8],"mechanism":[9],"that":[10,88],"allows":[11],"advertisers":[12],"to":[13,83,112],"bypass":[14],"publishers":[15],"(e.g.,":[16],"Facebook)":[17],"and":[18,38,54,56,81,140],"recruit":[19],"individual":[20],"endorsers":[21,44,99,117],"of":[22,43,65,116,135],"their":[23],"own":[24],"choice":[25],"at":[26],"affordable":[27],"prices.":[28],"Specifically,":[29],"we":[30,76],"(i)":[32],"how":[33,129],"incentives":[34],"affect":[35],"endorsers\u2019":[36],"participation":[37,95],"effectiveness,":[39],"(ii)":[40],"what":[41],"types":[42,64],"are":[45,101,103],"most":[46],"effective":[47,102],"in":[48,74],"generating":[49,62],"online":[50],"engagement":[51],"(likes,":[52],"comments,":[53],"retweets),":[55],"(iii)":[57],"the":[58,114,133],"potential":[59,143],"differences":[60],"between":[61],"different":[63],"engagements.":[66,122],"conduct":[68],"large":[70],"scale":[71],"field":[72],"experiment":[73],"which":[75],"manipulate":[77],"exogenously":[78],"pay":[79],"rates":[80],"eligibility":[82],"participate.":[84],"Our":[85,123],"findings":[86,124],"suggest":[87],"increasing":[89],"financial":[90],"incentive":[91],"doesn\u2019t":[92],"necessarily":[93],"improve":[94,132],"rate.":[96],"In":[97],"addition,":[98],"who":[100],"often":[104],"not":[105],"responsive.":[106],"Further,":[107],"it":[108],"can":[109,131],"be":[110],"misleading":[111],"assess":[113],"attractiveness":[115],"simply":[118],"based":[119],"on":[120,128],"observed":[121],"provide":[125],"new":[126],"insights":[127],"marketers":[130],"effectiveness":[134],"by":[138],"identifying":[139],"incentivizing":[141],"high":[142],"endorsers.":[144]},"counts_by_year":[{"year":2020,"cited_by_count":1}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}