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- W2009503670 abstract "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." @default.
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- W2009503670 date "2013-01-01" @default.
- W2009503670 modified "2023-09-25" @default.
- W2009503670 title "Structural Holes and Banner-Ad Click-Throughs" @default.
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- W2009503670 doi "https://doi.org/10.4236/ti.2013.41005" @default.
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