Date of Original Version
Copyright © 2013 by authors and Scientific Research Publishing Inc.
Abstract or Description
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.
This work is licensed under a Creative Commons Attribution 4.0 License.
Technology and Investment, 4, 1, 30-44.