In a many-to-many communication setting like a virtual community, individuals may be strongly tempted to free-ride on others' contributions, which would eventually lead to the collapse of the community. To find a structural solution to the ''communication dilemma,'' this study compared the performances of 2 communication structures-one based on the interpersonal networks (network-generalized exchange: N EX ; e.g., blogs) and the other based on a public electronic bulletin board (group-generalized exchange: G EX ). In a 2 3 2 3 2 longitudinal between-subject experiment, it was found that changing G EX to N EX could increase the contributions made by individuals. Furthermore, N EX was found to be an effective structure for N-person communication particularly when a large number of individuals were involved. The findings imply that an individual's cooperative motivation is a function of the incentive structure of a particular form of information exchange, which means that altering the exchange form may be a possible solution to the communication dilemmas in virtual communities.
Attracting consumers to a marketer Web site is critical to the effectiveness of a Web presence, and longer visits are a possible measure of success of these Web sites (Hoffman and Novak, 1996). Since marketers are interested in consumers' longer visits at their Web sites, it becomes important to examine the factors that influence visits. The present study uses an empirical approach to determine the factors that affect individual exposure to material at Web sites created with a commercial intent. Factors affecting consumers' "Webad" visits 737 Advertising exposure, banner advertisements and Webads The hierarchy-of-effects model of advertising effects illustrates the key role of exposure to the advertisement. According to this paradigm, the very first step is exposure to the advertisement, without which, no advertising effect is possible. Advertising on the Web can be classified as "banner advertisements" or "target advertisements" (Novak and Hoffman, 1997). These authors define a banner advertisement as "a small rectangular graphic image that is linked to a target advertisement", and mainly serves as a lead-in to the visitor to find out more. A target advertisement can be a single Web page or a series of linked Web pages that is/are accessed by a consumer actively clicking on a banner advertisement. In this study, we refer to these target advertisements as Webads. While marketers are interested in measuring banner advertisement effectiveness by way of counting banner impressions[l] or the number of advertisement click-throughs[Z], most of these methods are designed to examine reach and frequency issues, similar to traditional media planning models which are based on incidental advertising exposure. However, exposure to Webads is not incidental but deliberate and desired by the consumer. In this medium, "the degree to which a visitor interacts with the target advertisement is a much better measure of the value and effectiveness of an advertisement" (Novak and Hoffman, 1997). Since it is possible to determine the time of file requests made from a Web site server, the duration of visits at Webads can be easily computed. Webads may be standalone or part of a larger Web site that may also serve other functions like customer support, distribution, and social service. From an E
The authors examine methods by which the Dirichlet multinominal distribution (DMD) can be parameterized in the modeling of magazine media exposure distributions. The performance of alternative methods of parameter estimation of the DMD is compared with that of three other exposure distribution models. Performance is assessed in terms of accuracy of predicted versus observed distributions on 515 tabulated schedules derived from 1979 SMRB data. Results show the DMD is superior in performance to all other models tested, including the popular beta binomial distribution (BBD).
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