Lab in Collaboration with Sina Media Strategy Center

Lab in Collaboration with Sina Media Strategy Center

The results of the first stage of a project collaborated between Web Mining Lab and Sina was officially released on April 10th, 2012 (http://e.weibo.com/sinaemarketing), highlighting salient characteristics and effects of microbolgging advertisement. The study categorized online advertisements on Sina Weibo as a) promotion, b) product introducing, c) online campaigns, and d) brand/company images building, each with different communication effects on users measured in clicks, re-tweets, and comments. The study also provides a keyword cloud used by online advertisers in Sina Weibo. Web Mining Lab currently collaborates with Sina Media Strategy Center to investigate the characteristics of online advertising and user’s responses to the advertising.