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dc.contributor.authorHuang, Shan
dc.contributor.authorAral, Sinan K
dc.contributor.authorHu, Yu Jeffrey
dc.contributor.authorBrynjolfsson, Erik
dc.date.accessioned2021-02-19T22:04:02Z
dc.date.available2021-02-19T22:04:02Z
dc.date.issued2020-11
dc.date.submitted2017-09
dc.identifier.issn0732-2399
dc.identifier.issn1526-548X
dc.identifier.urihttps://hdl.handle.net/1721.1/129935
dc.description.abstractMost of the empirical evidence on social advertising effectiveness focuses on a single product at a time. As a result, little is known about how the effectiveness of social advertising varies across product categories or product characteristics. We therefore 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. We found some product categories, like clothing, cars, and food, exhibited significantly stronger social advertising effectiveness than other categories, like financial services, electrical appliances, and mobile games. More generally, we found that status goods, which rely on status-driven consumption, displayed strong social advertising effectiveness. Meanwhile, social ads for experience goods, which rely on informational social influence, did not perform any better or worse than social ads for their theoretical counterparts, search goods. Social advertising effectiveness also significantly varied across the relative characteristics of ad viewers and their friends shown in ads. Understanding the heterogeneous effects of social advertising across products can help marketers differentiate their social advertising strategies and lead researchers to more nuanced theories of social influence in product evaluation.en_US
dc.language.isoen
dc.publisherInstitute for Operations Research and the Management Sciences (INFORMS)en_US
dc.relation.isversionofhttp://dx.doi.org/10.1287/mksc.2020.1240en_US
dc.rightsCreative Commons Attribution-NonCommercial-NoDerivs Licenseen_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/en_US
dc.sourceINFORMSen_US
dc.titleSocial Advertising Effectiveness Across Products: A Large-Scale Field Experimenten_US
dc.typeArticleen_US
dc.identifier.citationHuang, Shan et al. "Social Advertising Effectiveness Across Products: A Large-Scale Field Experiment." Marketing Science 39, 6 (November 2020): 1033-1201 © 2020 The Author(s)en_US
dc.contributor.departmentSloan School of Managementen_US
dc.relation.journalMarketing Scienceen_US
dc.eprint.versionFinal published versionen_US
dc.type.urihttp://purl.org/eprint/type/JournalArticleen_US
eprint.statushttp://purl.org/eprint/status/PeerRevieweden_US
dc.date.updated2021-02-03T18:07:33Z
dspace.orderedauthorsHuang, S; Aral, S; Hu, YJ; Brynjolfsson, Een_US
dspace.date.submission2021-02-03T18:07:42Z
mit.journal.volume39en_US
mit.journal.issue6en_US
mit.licensePUBLISHER_CC


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