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A. Enders, H. Hungenberg, H.-P. Denker and S. Mauch, “The Long Tail of Social Networking: Revenue Models of Social Networking Sites,” European Management Journal, Vol. 26, No. 3, 2008, pp. 199-211. doi:10.1016/j.emj.2008.02.002

has been cited by the following article:

• TITLE: Structural Holes and Banner-Ad Click-Throughs

  AUTHORS: Starling David Hunter III, Ravi Chinta

  KEYWORDS: Online Advertising; Social Network Analysis; Social Capital; Social Networking; Twitter, Social Media; Banner Advertisements; Click-Through

  JOURNAL NAME: Technology and Investment, Vol.4 No.1, February 26, 2013

  ABSTRACT: This paper examines the impact of social capital on advertising performance in an online social network. Specifically, we show that a widely-employed measure of social capital—network constraint—explains variation in the number of click-throughs received by 5986 banner advertisements appearing on 25 Twitter-related websites. As predicted, banner advertisements receive significantly more clicks when placed on websites that bridge structural holes, i.e. bridge otherwise disconnected segments of the network.