Social influence does matter: User action prediction for in-feed advertising.

• Main Authors: WANG, Hongyang, MENG, Qingfei, FAN, Ju, LI, Yuchen, CUI, Laizhong, ZHAO, Xiaoman, PENG, Chong, CHEN, Gong Chen, DU, Xiaoyong
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Numerical Analysis and Scientific Computing
• Online Access: https://ink.library.smu.edu.sg/sis_research/6112; https://ink.library.smu.edu.sg/context/sis_research/article/7115/viewcontent/5357_Article_Text_8582_1_10_20200508__1_.pdf
• Institution: Singapore Management University

Social in-feed advertising delivers ads that seamlessly fit insidea user’s feed, and allows users to engage in social actions(likes or comments) with the ads. Many businesses payhigher attention to “engagement marketing” that maximizessocial actions, as social actions can effectively promote brandaw...