Marketing Science 2023

Frontiers: Which Firms Gain from Digital Advertising? Evidence from a Field Experiment

Weijia Dai¹; Hyunjin Kim²; Michael Luca³

¹ Purdue University West Lafayette · ² INSEAD · ³ National Bureau of Economic Research

Abstract

This paper runs a large-scale field experiment on restaurants to understand which types of businesses gain more from digital advertising.

DOI

10.1287/mksc.2023.1436

Sources

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Cite

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 ✓