Conference Proceeding Article
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 react to (quails and messages from authority senders is important, given the prevalence of email in our everyday life. Using a real-life academic event, we designed and conducted an online controlled experiment to determine how email senders of different types of authority (department head, event organizer and a general email account) affect the range of response behavior of recipients, which includes opening the email, browsing the event website, and registering for the event. Tu addition, we proposed a systematic approach to analyze the user response behavior to email campaigns from the time the user receives the email till he/she browses the website in a seamless manner.
Online Controlled Experiments, A/B Testing;Behavioral Analysis, Authority;Email, Marketing
Applied Behavior Analysis | Experimental Analysis of Behavior
Data Management and Analytics
27th ACM Conference on Hypertext and Social Media: HT 2016, Halifax, Canada; 2016 July 10-13
ASSOC COMPUTING MACHINERY
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LIM Kwan Hui; Ee-peng LIM; JIANG, Binyan; and ACHANANUPARP Palakorn.
Using online controlled experiments to examine authority effects on user behavior in email campaigns. (2016). 27th ACM Conference on Hypertext and Social Media: HT 2016, Halifax, Canada; 2016 July 10-13. 255-260. Research Collection School Of Information Systems.
Available at: http://ink.library.smu.edu.sg/sis_research/3574
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