RT Journal Article
SR Electronic
T1 Beyond the Targeted Customer: Spillover Effect through Social Influence
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 221
OP 235
DO 10.2501/JAR-2023-016
VO 63
IS 3
A1 Wang, Zhen-Zhen
A1 Zhu, Zhihua
A1 Xu, Xiaoke
A1 Chao, Naipeng
YR 2023
UL http://www.journalofadvertisingresearch.com/content/63/3/221.abstract
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.