PT  - JOURNAL ARTICLE
AU  - Wang, Zhen-Zhen
AU  - Zhu, Zhihua
AU  - Xu, Xiaoke
AU  - Chao, Naipeng
TI  - Beyond the Targeted Customer: Spillover Effect through Social Influence
AID  - 10.2501/JAR-2023-016
DP  - 2023 Sep 01
TA  - Journal of Advertising Research
PG  - 221--235
VI  - 63
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/63/3/221.short
4100  - http://www.journalofadvertisingresearch.com/content/63/3/221.full
SO  - J Advert Res2023 Sep 01; 63
AB  - Following an innovative large-scale field experiment, this study measures the extent of the spillover effect through social influence in a social advertising campaign. Results show that, even when the campaign does not have a significant direct effect on targeted customers, it still creates a significant spillover effect on targets’ peers because of social influence. The spillover effect is achieved through weak ties (acquaintances) rather than strong ones (close relationships). For social advertising, it may be more effective to target those with broad weak connections rather than those with strong ties.