{"id":"https://openalex.org/W2225579271","doi":null,"title":"Virality, Network Effects and Advertising","display_name":"Virality, Network Effects and Advertising","publication_year":2011,"publication_date":"2011-12-20","ids":{"openalex":"https://openalex.org/W2225579271","mag":"2225579271"},"language":"en","primary_location":{"id":"pmh:http://hdl.handle.net/2451/31400","doi":null,"is_oa":true,"landing_page_url":"http://archive.nyu.edu/handle/2451/31400","pdf_url":"http://archive.nyu.edu/bitstream/2451/31400/2/11_06.pdf","source":{"id":"https://openalex.org/S4377196662","display_name":"Faculty Digital Archive (New York University Florence)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210123063","host_organization_name":"New York University Florence","host_organization_lineage":["https://openalex.org/I4210123063"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://archive.nyu.edu/bitstream/2451/31400/2/11_06.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5051563547","display_name":"Catherine E. Tucker","orcid":"https://orcid.org/0000-0002-1847-4832","observed_orcids":["https://orcid.org/0000-0002-1847-4832"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Catherine E. Tucker","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5051563547"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.3877,"has_fulltext":true,"cited_by_count":6,"citation_normalized_percentile":{"value":0.87519462,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":95},"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":0.9932000041007996,"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":0.9932000041007996,"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/T13355","display_name":"Marketing and Advertising Strategies","score":0.005400000140070915,"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/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.0005000000237487257,"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"}}],"keywords":[{"id":"https://openalex.org/keywords/viral-advertising","display_name":"viral advertising","score":0.7039999961853027},{"id":"https://openalex.org/keywords/video-advertising","display_name":"video advertising","score":0.7490000128746033},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.8420000076293945},{"id":"https://openalex.org/keywords/network-effects","display_name":"network effects","score":0.8410000205039978},{"id":"https://openalex.org/keywords/consumer-purchase-intention","display_name":"consumer purchase intention","score":0.5370000004768372},{"id":"https://openalex.org/keywords/brand-attitude","display_name":"brand attitude","score":0.6980000138282776},{"id":"https://openalex.org/keywords/social-sharing","display_name":"social sharing","score":0.3889999985694885},{"id":"https://openalex.org/keywords/youtube-views","display_name":"YouTube views","score":0.7120000123977661},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.7770000100135803},{"id":"https://openalex.org/keywords/provocative-advertising","display_name":"provocative advertising","score":0.5339999794960022},{"id":"https://openalex.org/keywords/humor-in-advertising","display_name":"humor in advertising","score":0.7179999947547913},{"id":"https://openalex.org/keywords/visual-design","display_name":"visual design","score":0.6629999876022339}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6671910881996155},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5066817402839661},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4323594570159912},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.38942837715148926}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:http://hdl.handle.net/2451/31400","doi":null,"is_oa":true,"landing_page_url":"http://archive.nyu.edu/handle/2451/31400","pdf_url":"http://archive.nyu.edu/bitstream/2451/31400/2/11_06.pdf","source":{"id":"https://openalex.org/S4377196662","display_name":"Faculty Digital Archive (New York University Florence)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210123063","host_organization_name":"New York University Florence","host_organization_lineage":["https://openalex.org/I4210123063"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null},{"id":"mag:2225579271","doi":null,"is_oa":false,"landing_page_url":"https://archive.nyu.edu/handle/2451/31400","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:http://hdl.handle.net/2451/31400","doi":null,"is_oa":true,"landing_page_url":"http://archive.nyu.edu/handle/2451/31400","pdf_url":"http://archive.nyu.edu/bitstream/2451/31400/2/11_06.pdf","source":{"id":"https://openalex.org/S4377196662","display_name":"Faculty Digital Archive (New York University Florence)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210123063","host_organization_name":"New York University Florence","host_organization_lineage":["https://openalex.org/I4210123063"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2225579271.pdf","grobid_xml":"https://content.openalex.org/works/W2225579271.grobid-xml"},"referenced_works_count":13,"referenced_works":["https://openalex.org/W2040906087","https://openalex.org/W2042974506","https://openalex.org/W2082689832","https://openalex.org/W2088640816","https://openalex.org/W2098173428","https://openalex.org/W2141365903","https://openalex.org/W2165948286","https://openalex.org/W2168997347","https://openalex.org/W2325572542","https://openalex.org/W2399404755","https://openalex.org/W2610239316","https://openalex.org/W3121203183","https://openalex.org/W3122125470"],"related_works":["https://openalex.org/W1547582181","https://openalex.org/W2571163697","https://openalex.org/W2221978260","https://openalex.org/W2807156511","https://openalex.org/W6889244109","https://openalex.org/W2339805494","https://openalex.org/W243562371","https://openalex.org/W2361322946","https://openalex.org/W2523624590","https://openalex.org/W2069810392"],"abstract_inverted_index":{"Many":[0],"video":[1,90,114],"ads":[2,17,63,133,140,202,223,233],"are":[3],"designed":[4],"to":[5,43,76,112,118,158,165,237,241],"go":[6],"viral,":[7],"so":[8],"that":[9,64,69,132,134,138,141,188,203],"their":[10,19,125],"dissemination":[11],"depends":[12],"on":[13,84,146],"customers":[14],"sharing":[15],"the":[16,34,37,60,85,128,181,211,219],"with":[18],"friends.":[20],"This":[21],"paper":[22],"explores":[23],"whether":[24],"there":[25,189],"is":[26,103],"a":[27,41,47,51,113,119,162,166,191],"trade-o":[28],"between":[29],"achieving":[30],"this":[31,186],"virality":[32,87],"and":[33,93,116,122,207,234],"eectiveness":[35,98,196],"of":[36,62,88,96,109,183,213],"ad":[38,91,115],"at":[39,73,155,197],"persuading":[40,74,156],"consumer":[42,208],"purchase":[44,159],"or":[45,160,230,243],"adopt":[46,161],"favorable":[48,163],"attitude":[49,164],"towards":[50,127],"product.":[52,129],"In":[53],"other":[54],"words,":[55],"do":[56],"ads,":[57],"by":[58,105,171],"being":[59],"kind":[61],"achieve":[65],"virality,":[66],"sacrice":[67],"elements":[68],"would":[70],"be":[71,226,238],"better":[72],"people":[75],"actually":[77],"buy":[78],"products?":[79],"The":[80],"analysis":[81],"combines":[82],"data":[83],"real-life":[86],"400":[89],"campaigns,":[92],"crowd-sourced":[94],"measurement":[95],"advertising":[97,195],"among":[99],"24,000":[100],"consumers.":[101],"Eectiveness":[102],"measured":[104],"randomly":[106],"exposing":[107],"half":[108,117],"these":[110],"consumers":[111,157],"placebo":[120],"ad,":[121],"then":[123],"surveying":[124],"attitudes":[126],"We":[130],"nd":[131],"were":[135,151,224],"more":[136,144,235],"`viral,'":[137],"is,":[139],"had":[142],"achieved":[143],"views":[145,206],"websites":[147],"such":[148],"as":[149],"Youtube.com,":[150],"indeed":[152],"less":[153,227],"eective":[154],"brand.":[167],"Relative":[168],"ad-eectiveness":[169],"dropped":[170],"roughly":[172],"10%":[173],"for":[174],"every":[175],"million":[176,199],"views.":[177,200],"Taking":[178],"into":[179],"account":[180],"advantages":[182],"increased":[184],"reach,":[185],"means":[187],"was":[190],"decline":[192],"in":[193,210],"overall":[194],"3-4":[198],"Importantly,":[201],"generated":[204],"both":[205],"engagement":[209],"form":[212],"comments":[214],"did":[215],"not":[216],"suer":[217],"from":[218],"same":[220],"tradeo.":[221],"Such":[222],"also":[225],"intentionally":[228],"provocative":[229],"outrageous":[231],"than":[232],"likely":[236],"viral":[239],"due":[240],"humor":[242],"attractive":[244],"visual-design.":[245]},"counts_by_year":[{"year":2022,"cited_by_count":1},{"year":2020,"cited_by_count":2},{"year":2016,"cited_by_count":1},{"year":2014,"cited_by_count":2}],"updated_date":"2026-11-05T12:25:35.769452","created_date":"2016-06-24T00:00:00"}