June 1, 2017 - June 1, 2017
3:30 pm – 4:30 pm
Dr. Sarah Gelper
Competition for attention in online social networks: Implications for seeding strategies
Firms are actively trying to leverage consumers’ interactions on social media as part of their communication strategies. However, information on online social networks only diffuses if it receives the consumers’ attention. This paper investigates how someone’s position in the online social network relates to the attention his/her messages receive. The theory of exchange networks serves as the framework for identifying influential network members as those persons that have many contacts, who in turn, have only few contacts. There is little competition for the attention of those influentials’ contacts and these contacts are, therefore, responsive to the messages they receive. The optimal seeding strategy under competition for attention is derived in a game-theoretic model of information exchange. An empirical validation using a social media campaign on a large online social network shows that accounting for competition for attention in developing seeding strategies can substantially increase the campaign’s reach.
By Sarah Gelper, Ralf van der Lans, Gerrit van Bruggen.
Dr. Sarah Gelper is an Assistant Professor of Marketing at the Eindhoven University of Technology. She holds a MSc in Economics (2004) and a PhD in Business Statistics (2008), both from the Katholieke Universiteit Leuven. She specialized in high-dimensional and robust time series analysis and published methodological advances in variable selection and prediction in high-impact statistics journals such as Annals of Applied Statistics, Journal of Forecasting and Journal of Statistical Planning and Inference. She obtained a EU-FP7 Marie Curie Post-doctoral Fellowship on international new product adoption and substitution (2010, Erasmus University Rotterdam), which marked the start of a new research stream in quantitative marketing and demand estimation. She employed her methodological background to answer substantive management questions on new product adoption and substitution, resulting in publications in marketing, e.g. in International Journal of Research in Marketing and Journal of Retailing, as well as on the interface of marketing and operations research in European Journal of Operational Research. Sarah Gelper’s work is well-cited (ISI h-index = 7) and she is a member of the Editorial Review Board of the International Journal of Research in Marketing. More detailed information on her profile, publications and teaching activities (for which she obtained several best-lecturer nominations and awards) can be found on the TU/e website.
Location: TU/e, Building 62, Paviljoen F9. Feel free to join, if you are interested!
Eindhoven University of Technology