Social Media and Advertising

Required Readings

Parts of these readings and themes from them will be covered in the video lecture.

• A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
• Tweeting as a Marketing Tool: A Field Experiment in the TV Industry
• Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth

For the computing lecture:

• 'Centrality', from Mark Hoffman's Methods for Network Analysis
• Community Detection Algorithms by Thamindu Dilshan Jayawickrama
• Community Detectionw with Louvain and Infomap by Statworx
• Networks: Descriptive Analysis by Pablo Barbera

Note: codes from these readings may use different packages or software.

Video Lecture

Videos

• Weekly Overview
• Slides

Computer Lecture

• Measuring Influence in a Network
  • Starting Code: here
  • Instructor's code: here
• Course Summary (slides)

Lab Section

• Group Presentations
• Review of Lab Assignment 6

Lab Assignment

No new lab this week!