2026-09-20T11:15:32Zhttps://dspace.mit.edu/server/oai/requestoai:dspace.mit.edu:1721.1/1075282022-01-13T07:54:52Zcom_1721.1_7582com_1721.1_7581col_1721.1_131023
Juanjuan Zhang.
Cao, Xinyu.
Sloan School of Management.
Sloan School of Management
2017-03-20T19:38:31Z
2017-03-20T19:38:31Z
2016
2016
http://hdl.handle.net/1721.1/107528
974488479
Thesis: S.M. in Management Research, Massachusetts Institute of Technology, Sloan School of Management, 2016.
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 57-58).
Advertising on social media faces a new challenge as consumers can actively choose which advertisers to follow. Tracking company accounts, owned by 93 TV shows on the most popular tweeting website in China, provides evidence that firms advertise intensively, although doing so appears to drive followers away. An analytical model suggests that consumers with limited attention may rationally choose to unfollow a firm. This happens if consumers already know enough about the firm's quality and if the firm advertises too intensely. However, firms might still find intensive advertising the optimal strategy - if a firm is perceived as having a lesser quality offering, it wants to advertise aggressively to change consumers' beliefs about its quality; if a firm is perceived as having a higher quality offering, it also wants to advertise intensively, but in an effort to crowd-out advertising messages from its competitors.
by Xinyu Cao.
S.M. in Management Research
58 pages
eng
Massachusetts Institute of Technology
MIT theses are protected by copyright. They may be viewed, downloaded, or printed from this source but further reproduction or distribution in any format is prohibited without written permission.
http://dspace.mit.edu/handle/1721.1/7582
Sloan School of Management.
Rational spamming
Thesis
application/pdf
false
Publication
unknown
unknown
<Publication xmlns="https://www.openaire.eu/cerif-profile/1.1/" id="7dc3d7da-b9d6-4947-9eee-62e26fd38c66">
<Type xmlns="https://www.openaire.eu/cerif-profile/vocab/COAR_Publication_Types">http://purl.org/coar/resource_type/c_1843</Type>
<Language>eng</Language>
<Title>Rational spamming</Title>
<PublishedIn>
<Publication>
</Publication>
</PublishedIn>
<PublicationDate>2016</PublicationDate>
<Authors>
<Author>
<DisplayName>Cao, Xinyu.</DisplayName>
<Affiliation>
<OrgUnit>
</OrgUnit>
</Affiliation>
</Author>
</Authors>
<Editors>
</Editors>
<Publishers>
<Publisher>
<DisplayName>Massachusetts Institute of Technology</DisplayName>
<OrgUnit />
</Publisher>
</Publishers>
<License>http://dspace.mit.edu/handle/1721.1/7582</License>
<Keyword>Sloan School of Management.</Keyword>
<Abstract>Advertising on social media faces a new challenge as consumers can actively choose which advertisers to follow. Tracking company accounts, owned by 93 TV shows on the most popular tweeting website in China, provides evidence that firms advertise intensively, although doing so appears to drive followers away. An analytical model suggests that consumers with limited attention may rationally choose to unfollow a firm. This happens if consumers already know enough about the firm's quality and if the firm advertises too intensely. However, firms might still find intensive advertising the optimal strategy - if a firm is perceived as having a lesser quality offering, it wants to advertise aggressively to change consumers' beliefs about its quality; if a firm is perceived as having a higher quality offering, it also wants to advertise intensively, but in an effort to crowd-out advertising messages from its competitors.</Abstract>
<Access xmlns="http://purl.org/coar/access_right"
>
</Access>
</Publication>