Marketing Science 2020

Social Advertising Effectiveness Across Products: A Large-Scale Field Experiment

Shan Huang¹; Sinan Aral²; Yu (Jeffrey) Hu³; Erik Brynjolfsson²

¹ University of Washington · ² Massachusetts Institute of Technology · ³ Georgia Institute of Technology

Abstract

We collaborated with a large online social network to conduct a randomized field experiment measuring social ad effectiveness across 71 products in 25 categories among more than 37 million users.

DOI

10.1287/mksc.2020.1240

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓