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

Participation vs. Effectiveness of Paid Endorsers in Social Advertising Campaigns: A Field Experiment

We investigate the participation and effectiveness of paid endorsers in viral-for-hire social advertising. We conduct a field experiment with an invitation design in which we manipulate both incentives and a soft eligibility requirement to participate in campaigns. The latter provides a strong and valid instrument to separate participation from outcomes effects. Since likes, comments, and retwe...

A Road to Mobile Advertising: Designing Mobile Trajectory-Based Ads Using Large-Scale Randomized Field Experiment

The proliferation of mobile technologies makes it possible for mobile advertisers to leap beyond the real-time snapshot of the static location and context information about consumers. In this study, we propose a new mobile advertising strategy that leverages full information on consumers' offline moving trajectories from four different mobility dimensions (i.e., temporal duration, spatial dispe...

Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment∗

Internet advertising has been the fastest growing advertising channel in recent years with paid search ads comprising the bulk of this revenue. We present results from a series of largescale field experiments done at eBay that were designed to measure the causal effectiveness of paid search ads. Because search clicks and purchase behavior are correlated, we show that returns from paid search ar...

Social Pressure and Voter Turnout: Evidence from a Large-Scale Field Experiment

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Large-Scale Network Analysis for Online Social Brand Advertising