Using online controlled experiments to examine authority effects on user behavior in email campaigns

Kwan Hui Lim, Ee Peng Lim, Binyan Jiang, Palakorn Achananuparp

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

9 Citations (Scopus)


Authority users often play important roles in a social sys- Tem. They are expected to write good reviews at product review sites; provide high quality answers in question answering systems; and share interesting content in social net- works. In the context of marketing and advertising, know- ing how users react to emails and messages from authority senders is important, given the prevalence of email in our everyday life. Using a real-life academic event, we designed and conducted an online controlled experiment to determine how email senders of different types of authority (department head, event organizer and a general email account) affect the range of response behavior of recipients, which includes opening the email, browsing the event website, and registering for the event. In addition, we proposed a systematic approach to analyze the user response behavior to email campaigns from the time the user receives the email till he/she browses the website in a seamless manner.
Original languageEnglish
Title of host publicationHT 2016 - Proceedings of the 27th ACM Conference on Hypertext and Social Media
PublisherAssociation for Computing Machinery, Inc
Number of pages6
ISBN (Electronic)9781450342476
Publication statusPublished - 10 Jul 2016
Event27th ACM Conference on Hypertext and Social Media, HT 2016 - Halifax, Canada
Duration: 10 Jul 201613 Jul 2016


Conference27th ACM Conference on Hypertext and Social Media, HT 2016


  • A/B testing
  • Authority
  • Behavioral analysis
  • Email
  • Marketing
  • Online controlled experiments

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design
  • Software
  • Artificial Intelligence

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