Online advertising as a new story: Effects of user-driven photo advertisement in social media

Abstract

Mobile devices have infiltrated into our lives. The constant connectivity via wireless technology led to a growth of social media. It is different from traditional media in that it provides interactive communication without restriction of time and place. Marketing industry is struggling to increase its presence by advertising in this new media environment. This paper presents a new advertising model based on user-generated content. This model was theoretically approached by the psychological mechanisms. We show its effectiveness using our experiments that measure users' attention levels and advertisement recall rates. The proposed model can be potentially applied to online advertisements in diverse platforms and devices. © 2013 Springer-Verlag Berlin Heidelberg.