Is the Money Spent on Short-Form Video Social Platforms Worth It? The Role of Advertising Spillover in a Large-Scale Randomized Field Experiment on ByteDance

Spillover plays a crucial role in advertising effect on short-form video social platforms.

• 저널Marketing Science · 44(5) · 1125–1144
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2023.0575
• 저자Yitian Liang, Xinlei Chen, Shengnan Han, J. L. Zhang, Yubo Chen