advertised entity. In the first experiment, we randomize the number of social cues present in word-of-mouth advertising, and …Social advertising uses information about consumers' peers, including peer affiliations with a brand, product … measure how responses increase as a function of the number of cues. The second experiment examines the effect of augmenting …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online … and in-store purchases. We use a randomized field experiment on 3 million Yahoo! users who are also past customers of the …

We present findings from a controlled field experiment that allows us to investigate the dynamic effects of retail … advertising. The experimental design overcomes limitations that have hindered previous investigations of this issue. Our study … uncovers dynamic advertising effects that have not been previously considered in the literature. We find that current …

administrative expenses. The results of an experiment with a nationally representative sample (n = 1, 032) suggest that donors … increase transparency and accountability in the charity sector can have the unintended side effect of reducing charitable …

causes, and for fundraising. It is assumed that 360° videos experienced with VR devices create empathy and understanding, and … may increase donations. In this study, we test the new VR technique in a controlled lab experiment with real financial …

impact of absurdity on advertising effectiveness and demonstrates that PCA moderates this relationship. Study 2 (n = 796 …

from 15 US advertising experiments at Facebook comprising 500 million user-experiment observations and 1.6 billion ad …Measuring the causal effects of digital advertising remains challenging despite the availability of granular data …. Unobservable factors make exposure endogenous, and advertising's effect on outcomes tends to be small. In principle, these concerns …