Carnegie Mellon University
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Structural Holes and Banner-Ad Click-Throughs

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journal contribution
posted on 2013-02-01, 00:00 authored by Starling HunterStarling Hunter, Ravi Chinta

This paper examines the impact of social capital on advertising performance in an online social network. Specifically, we show that a widely-employed measure of social capital—network constraint—explains variation in the number of click-throughs received by 5986 banner advertisements appearing on 25 Twitter-related websites. As predicted, banner advertisements receive significantly more clicks when placed on websites that bridge structural holes, i.e. bridge otherwise disconnected segments of the network.


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Copyright © 2013 by authors and Scientific Research Publishing Inc.