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

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

doi:10.1145/2914586.2914619

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 proceeding › Conference article published in proceeding or book › Academic research › peer-review

11 Citations (Scopus)

Abstract

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 language	English
Title of host publication	HT 2016 - Proceedings of the 27th ACM Conference on Hypertext and Social Media
Publisher	Association for Computing Machinery, Inc
Pages	255-260
Number of pages	6
ISBN (Electronic)	9781450342476
DOIs	https://doi.org/10.1145/2914586.2914619
Publication status	Published - 10 Jul 2016
Event	27th ACM Conference on Hypertext and Social Media, HT 2016 - Halifax, Canada Duration: 10 Jul 2016 → 13 Jul 2016

Conference

Conference	27th ACM Conference on Hypertext and Social Media, HT 2016
Country/Territory	Canada
City	Halifax
Period	10/07/16 → 13/07/16

Keywords

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

More information

10.1145/2914586.2914619

Cite this

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title = "Using online controlled experiments to examine authority effects on user behavior in email campaigns",

abstract = "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.",

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author = "Lim, {Kwan Hui} and Lim, {Ee Peng} and Binyan Jiang and Palakorn Achananuparp",

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booktitle = "HT 2016 - Proceedings of the 27th ACM Conference on Hypertext and Social Media",

publisher = "Association for Computing Machinery, Inc",

note = "27th ACM Conference on Hypertext and Social Media, HT 2016 ; Conference date: 10-07-2016 Through 13-07-2016",

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Lim, KH, Lim, EP, Jiang, B & Achananuparp, P 2016, Using online controlled experiments to examine authority effects on user behavior in email campaigns. in HT 2016 - Proceedings of the 27th ACM Conference on Hypertext and Social Media. Association for Computing Machinery, Inc, pp. 255-260, 27th ACM Conference on Hypertext and Social Media, HT 2016, Halifax, Canada, 10/07/16. https://doi.org/10.1145/2914586.2914619

Using online controlled experiments to examine authority effects on user behavior in email campaigns. / Lim, Kwan Hui; Lim, Ee Peng; Jiang, Binyan et al.
HT 2016 - Proceedings of the 27th ACM Conference on Hypertext and Social Media. Association for Computing Machinery, Inc, 2016. p. 255-260.

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

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AB - 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.

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

Abstract

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Keywords

ASJC Scopus subject areas

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