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Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications.〔Tucker, C. (2012). Social advertising. SSRN eLibrary. http://ssrn.com/paper=1975897.〕〔Interactive Advertising Bureau. (2009). Social Advertising Best Practices. http://www.iab.net/media/file/Social-Advertising-Best-Practices-0509.pdf〕〔Bakshy, E., Eckles, D., Yan, R., & Rosenn, I. (2012) Social influence in social advertising: Evidence from field experiments. In ''Proceedings of the ACM Conference on Electronic Commerce''. ACM. http://arxiv.org/abs/1206.4327〕 Many current examples of social advertising use a particular Internet service to collect social information, establish and maintain relationships with consumers, and for delivering communications. For example, the advertising platforms provided by Google,〔Miller, C. C., & Goel, V. (2013, Oct. 12). Google to Sell Users' Endorsements. ''New York Times''. http://www.nytimes.com/2013/10/12/technology/google-sets-plan-to-sell-users-endorsements.html〕 Twitter, and Facebook involve targeting and presenting ads based on relationships articulated on those same services. Social advertising can be part of a broader social media marketing strategy designed to connect with consumers.〔Furlow, N. E. (2011). Find us on Facebook: How Cause Marketing has Embraced Social Media. ''Journal of Marketing Development and Competitiveness'' , 5 (6), 61-64.〕 ==Social targeting== Since a pair of consumers connected via a relationship are more likely to be similar than an unconnected pair,〔McPherson, M., Lovin, L. S., & Cook, J. M. (2001). Birds of a feather: Homophily in social networks. Annual Review Sociology 27, 1, 415–444.〕 information about such relationships can be used to infer characteristics of consumers useful for targeting.〔Hill, S., Provost, F., & Volinsky, C. (2006). Network-based marketing: Identifying likely adopters via consumer networks. ''Statistical Science''. 21, 2, 256–276.〕 For example, predictions of an individual's home location can be improved using geographic information about their peers.〔Backstrom, L., Sun, E., & Marlow, C. (2010). Find me if you can: Improving geographical prediction with social and spatial proximity. In ''Proceedings of the 19th international conference on World Wide Web''. ACM Press, 61–70.〕 Existing advertising platforms can allow advertisers to explicitly target the peers (e.g., Facebook friends, Twitter followers) of consumers who have a known affiliation with their brand. Thus, one way social advertising is expected to be effective is because social networks encode information about unobserved characteristics of consumers, including their susceptibility to adopt a product and to influence their peers to adopt.〔Aral, S., & Walker, D. (2012). Identifying influential and susceptible members of social networks. ''Science'', 337(6092), 337-341.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Social advertising (social relationships)」の詳細全文を読む スポンサード リンク
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