Is the money spent on short-form video social platforms worth it? : the role of advertising spillover in a large-scale randomized field experiment on bytedance
Yitian (Sky) Liang, Xinlei (Jack) Chen, Shengnan Han, Jinglong Zhang, Yubo Chen
| Year of publication: |
2025
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|---|---|
| Authors: | Liang, Yitian ; Chen, Xinlei ; Han, Shengnan ; Zhang, Jinglong ; Chen, Yubo |
| Published in: |
Marketing science. - Baltimore, Md. : INFORMS, ISSN 1526-548X, ZDB-ID 2023536-7. - Vol. 44.2025, 5, p. 1125-1144
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| Subject: | ad platform | ad spillover | advertising effect | digital advertising | Werbewirkung | Advertising effects | Werbung | Advertising | Spillover-Effekt | Spillover effect | Online-Marketing | Internet marketing | Feldforschung | Field research | Digitale Plattform | Digital platform | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2023.0575 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015552624