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

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

• 저널Marketing Science · 42(3) · 429–439
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2023.1436
• 저자Weijia Dai, Hyunjin Kim, Michael Luca