A simplified mobile advertising model to study advertising spreading through personal social networks and branded apps
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 advertisin...
- Autores:
-
García-Dávalos, Alexander
García-Duque, Jorge
- Tipo de recurso:
- Article of journal
- Fecha de publicación:
- 2023
- Institución:
- Universidad Autónoma de Occidente
- Repositorio:
- RED: Repositorio Educativo Digital UAO
- Idioma:
- eng
- OAI Identifier:
- oai:red.uao.edu.co:10614/15530
- Acceso en línea:
- https://hdl.handle.net/10614/15530
https://doi.org/10.1080/10496491.2023.2189204
https://red.uao.edu.co/
- Palabra clave:
- Mobile advertising
Advertising spreading
Branded apps
Personalsocial networks
Viraladvertising
User privacy perception
- Rights
- openAccess
- License
- Derechos reservados - Taylor y Francis Group, 2023
| Summary: | 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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