Title :
Developing an index for measuring the engagement of internet media
Author :
Anshin, Peter ; Shiizuka, Hisao
Author_Institution :
Grad. Sch., Kogakuin Univ., Tokyo
Abstract :
This paper surveys existing methods of measuring advertising effectiveness, proposes a new standard for measuring the engagement of Internet media and tests this method using virally distributed Internet media.
Keywords :
Internet; advertising; electronic commerce; Internet media; advertising effectiveness; video advertising; viral marketing; word of mouth; Advertising; Business communication; Educational institutions; Internet; Measurement standards; Mouth; Psychology; TV; Testing; Voting; advertising effectiveness; engagement; internet media; measurement; video advertising; viral marketing; word of mouth;
Conference_Titel :
Systems, Man and Cybernetics, 2008. SMC 2008. IEEE International Conference on
Conference_Location :
Singapore
Print_ISBN :
978-1-4244-2383-5
Electronic_ISBN :
1062-922X
DOI :
10.1109/ICSMC.2008.4811616
