Will they come and will they stay? Online Social Networks and news consumption on external websites

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Title: Will they come and will they stay? Online Social Networks and news consumption on external websites
Author(s): Sismeiro, CIR
Mahmood, A
Item Type: Journal Article
Abstract: This study explores the role of online enga gement, homophily and social influence in explaining traffic and news consumption by social network users at an external news website. The authors jointly model visits and page views for a panel of users who registered with the news site using their Facebook accounts. In th eir model, the authors account for homophily using a latent space approach, and account fo r endogeneity, heterogeneity, and unobservable correlates. The results show that measures of an indivi dual’s activity on Facebook are positively associated with that individual’s actions at the news site. In addition, knowing what a user’s Facebook friends do at the content website provides insights into a focal user’s behavior at that website, as visitors with friends who visit external news sites are more likely to visit the news website studied. In addition, news consumption (not just visits) also depends on friend’s actions but such an impact varies w ith the individual’s underl ying browsing mode. We highlight the importance of social influence in news consumption and further show that homophily bias in news consumption is similar to prior research in other categories. Our study also highlights that visitors’ past browsing patter ns are important predictors of future content consumption, although social network informa tion significantly impr oves prediction beyond the effect of such more traditional behavioral metrics. Finally, we find that Managers can use readily available data for bot h prediction and targeting.
Publication Date: 1-Feb-2017
Date of Acceptance: 26-Oct-2016
URI: http://hdl.handle.net/10044/1/42769
ISSN: 1520-6653
Journal / Book Title: Journal of Interactive Marketing
Copyright Statement: This paper is embargoed until publication.
Keywords: Marketing
1505 Marketing
Publication Status: Accepted
Embargo Date: publication subject to indefinite embargo
Appears in Collections:Imperial College Business School



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