Posts Tagged viral content
How Do College Students Approach Social?
May 26th, 2010College students, like other young consumers, are notoriously fickle and may not exactly seem like an ideal candidate for loyalty marketing. But there are at least two things that make college students hard to ignore for many businesses. First, college kids are usually at the cutting edge of technology and fashion trends. After all, two [...]
Rising to Stardom: What Makes Some User-Generated Content So Popular?
February 1st, 2010What drives the extreme success of selected user-generated content (UGC) while most other content remains forgotten? In this blog post, we report the findings from our research project that aimed to address this question. Within the context of online user-generated video, we traced the pattern of rise to popularity of such content over time and identified the factors that affect the diffusion path of new UGC. In doing so, we provide a mechanism for predicting the success of a UGC at an early stage of the diffusion process. Marketers equipped with such knowledge will then be able to strategically participate in the conversation facilitated through UGC and to better focus their resources on viral content that is likely to affect a larger audience.
Wharton Conference on User-Generated Content Part II
December 21st, 2009This blog series summarizes the research presented at the Wharton conference on user-generated content. This second part describes a research project on a privacy-friendly approach to target advertising. It also discusses the research questions raised by industry participants at the conference.
