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Structural Holes and Banner-Ad Click-Throughs

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DOI: 10.4236/ti.2013.41005    4,464 Downloads   6,758 Views   Citations


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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The authors declare no conflicts of interest.

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S. Hunter III and R. Chinta, "Structural Holes and Banner-Ad Click-Throughs," Technology and Investment, Vol. 4 No. 1, 2013, pp. 30-44. doi: 10.4236/ti.2013.41005.


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