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A Model of Influencer Economy
Cong, Lin William; Li, Siguang - National Bureau of Economic Research - 2023
With the rise of social media and streaming platforms, firms and brand-owners increasingly depend on influencers to attract consumers, who care about both common product quality and consumer-influencer interaction. Sellers thus compete in both influencer and product markets. As outreach and...
Persistent link: https://www.econbiz.de/10014287344
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Intangible Marketing Capital
Bronnenberg, Bart J.; Dubé, Jean-Pierre H.; Syverson, Chad - National Bureau of Economic Research - 2022
private benefits to firms from their advertising and the established academic wisdom for the striking magnitude of marketing …
Persistent link: https://www.econbiz.de/10013334364
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Estimating the Value of Offsite Tracking Data to Advertisers : Evidence from Meta
Wernerfelt, Nils; Tuchman, Anna; Shapiro, Bradley; … - National Bureau of Economic Research - 2024
Facebook and Instagram. We first estimate advertising effectiveness at baseline across our broad sample. We then estimate the …
Persistent link: https://www.econbiz.de/10015056091
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The Effect of Price Caps on Pharmaceutical Advertising : Evidence from the 340b Drug Pricing Program
Hristakeva, Sylvia; Mortimer, Julie Holland; Yde, Eric - National Bureau of Economic Research - 2024
We study the effect of price caps on the provision of costly effort by pharmaceutical firms using variation in drug discounts generated by a price regulation program that allows eligible hospitals to purchase outpatient drugs at steep discounts. These discounts directly affect drug...
Persistent link: https://www.econbiz.de/10014512103
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Learning, Sophistication, and the Returns to Advertising : Implications for Differences in Firm Performance
Tadelis, Steve; Hooton, Christopher; Manjeer, Utsav; … - National Bureau of Economic Research - 2023
advertising help answer this question? We present results from a large field experiment on Facebook and Instagram that documents … variance in advertisers' ability to generate returns to advertising. We focus on campaigns aimed at boosting sales and tie … advertising expenses to revenues for each advertiser. We find that spending on advertising led to significant increases in …
Persistent link: https://www.econbiz.de/10014250218
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Pricing Power in Advertising Markets : Theory and Evidence
Gentzkow, Matthew Aaron; Shapiro, Jesse M.; Yang, Yu; … - National Bureau of Economic Research - 2022
television and social media advertising. We find that television outlets whose viewers watch more television charge a lower price … more male audiences on television. Also consistent with the theory, we show that social media advertising markets feature a … trends in television advertising revenue. We use the model to quantify the impact of mergers, the effect of competition on …
Persistent link: https://www.econbiz.de/10013334495
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Small Campaign Donors
Bouton, Laurent; Cagé, Julia; Dewitte, Edgard; Pons, … - National Bureau of Economic Research - 2022
We study the characteristics and behavior of small campaign donors and compare them to large donors by building a dataset including all the 340 million individual contributions reported to the U.S. Federal Election Commission between 2005 and 2020. Thanks to the reporting requirements of online...
Persistent link: https://www.econbiz.de/10013210078
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Algorithmic Bias and Historical Injustice : Race and Digital Profiling
Matthew, Abigail; Miller, Amalia R.; Tucker, Catherine - National Bureau of Economic Research - 2024
This paper studies the implications of attempts at "ethnic-affinity" profiling on Facebook that reflects users' engagement with content on Facebook. Profiling by ethnic-affinity is highly correlated with Census estimates of population race by geography. However, more users were profiled as...
Persistent link: https://www.econbiz.de/10014544763
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Competitive Model Selection in Algorithmic Targeting
Iyer, Ganesh; Ke, T. Tony - National Bureau of Economic Research - 2023
This paper studies how market competition influences the algorithmic design choices of firms in the context of targeting. Firms face the general trade-off between bias and variance when choosing the design of a supervised learning algorithm in terms of model complexity or the number of...
Persistent link: https://www.econbiz.de/10014247922
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Price Sensitivity and Information Barriers to the Take-up of Naloxone
Jacobson, Mireille; Powell, David - National Bureau of Economic Research - 2024
in the United States to study the impacts on online purchases of naloxone, an opioid overdose reversal drug. Advertising …
Persistent link: https://www.econbiz.de/10014468229