Using online controlled experiments to examine authority effects on user behavior in email campaigns

• Main Authors: LIM Kwan Hui, Ee-peng LIM, JIANG, Binyan, ACHANANUPARP Palakorn
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2016
• Subjects: Online Controlled Experiments; A/B Testing; Behavioral Analysis; Authority; Email; Marketing; Applied Behavior Analysis; Experimental Analysis of Behavior
• Online Access: https://ink.library.smu.edu.sg/sis_research/3574; https://ink.library.smu.edu.sg/context/sis_research/article/4575/viewcontent/using_online_controlled__1_.pdf
• Institution: Singapore Management University

Authority users often play important roles in a social system. They are expected to write good reviews at product review sites; provide high quality answers in question answering systems; and share interesting content in social networks. In the context of marketing and advertising, knowing how users...