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The Impact of Large-Scale Social Media Advertising Campaigns on COVID-19 Vaccination : Evidence from Two Randomized Controlled Trials
Ho, Lisa Y.; Breza, Emily; Alsan, Marcella; Banerjee, … - National Bureau of Economic Research - 2022
COVID-19 vaccines are widely available in wealthy countries, yet many people remain unvaccinated. Understanding the effectiveness -- or lack thereof -- of popular vaccination campaign strategies is therefore critical. In this paper, we report results from two studies that tested strategies...
Persistent link: https://www.econbiz.de/10013462667
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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
Third-party cookies and related 'offsite' tracking technologies are frequently used to share user data across applications in support of ad delivery. These data are viewed as highly valuable for online advertisers, but their usage faces increasing headwinds. In this paper, we quantify the...
Persistent link: https://www.econbiz.de/10015056091
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Intangible Marketing Capital
Bronnenberg, Bart J.; Dubé, Jean-Pierre H.; Syverson, Chad - National Bureau of Economic Research - 2022
private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments … include the creation and maintenance of a brand name and all its corresponding brand elements (e.g., awareness, reputation … outlays. Finally, we explore the welfare implications of investments in brand capital …
Persistent link: https://www.econbiz.de/10013334364
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The Effectiveness of Digital Interventions on COVID-19 Attitudes and Beliefs
Athey, Susan; Grabarz, Kristen; Luca, Michael; … - National Bureau of Economic Research - 2022
During the course of the COVID-19 pandemic, a common strategy for public health organizations around the world has been to launch interventions via advertising campaigns on social media. Despite this ubiquity, little has been known about their average effectiveness. We conduct a large-scale...
Persistent link: https://www.econbiz.de/10013334490
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Fake News and Advertising on Social Media : A Study of the Anti-Vaccination Movement
Chiou, Lesley - 2018
Online sources sometimes publish information that is false or intentionally misleading. We study the role of social networks and advertising on social networks in the dissemination of false news stories about childhood vaccines. We document that anti-vaccine Facebook groups disseminate false...
Persistent link: https://www.econbiz.de/10012480874
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Measuring the Effects of Advertising : The Digital Frontier
Lewis, Randall - 2013
Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and researchers to measure true causal effects of...
Persistent link: https://www.econbiz.de/10012459143
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Which Firms Gain from Digital Advertising? Evidence from a Field Experiment
Dai, Weijia; Kim, Hyunjin; Luca, Michael - National Bureau of Economic Research - 2023
Measuring the returns of advertising opportunities continues to be a challenge for many businesses. We design and run a field experiment in collaboration with Yelp across 18,294 firms in the restaurant industry to understand which types of businesses gain more from digital advertising. We...
Persistent link: https://www.econbiz.de/10014226122
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Brand Names Before the Industrial Revolution
Richardson, Gary - 2008
. Conspicuous characteristics fulfilled many of the functions that patents, trademarks, and brand names do today. The words that … referred to products with conspicuous characteristics served as brand names in the Middle Ages. Data drawn from an array of …
Persistent link: https://www.econbiz.de/10012464717
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Does High Frequency Social Media Data Improve Forecasts of Low Frequency Consumer Confidence Measures?
Lehrer, Steven F. - 2019
Social media data presents challenges for forecasters since one must convert text into data and deal with issues related to these measures being collected at different frequencies and volumes than traditional financial data. In this paper, we use a deep learning algorithm to measure sentiment...
Persistent link: https://www.econbiz.de/10012480449
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Direct-to-Consumer Advertising and Online Search
Chesnes, Matthew - 2016
Beginning in 1997, the Food and Drug Administration (FDA) allowed television advertisements to make major statements about a prescription drug, while referring to detailed drug information on the internet (FDA 1997; 2015). The hope was that consumers would seek additional information online to fully...
Persistent link: https://www.econbiz.de/10012456097