Advertising and promotionEvidence check: 4/5
Gary D. Lin, Erik Brynjolfsson, Michael D. Smith (2010). Growing Two-Sided Networks by Advertising the User Base: A Field Experiment. Marketing Science. https://doi.org/10.1287/mksc.1100.0560
Plain-English take: Advertising the size/composition of the user base changed seller participation; the effective message depended on which side of the market was being recruited.
Question: Growing Two-Sided Networks by Advertising the User Base: A Field Experiment?
Design: Randomized field experiment with econometric analysis of seller responses to alternative user-base disclosures.. Prospective sellers on a large business-to-business two-sided website.
Advertising the size/composition of the user base changed seller participation; the effective message depended on which side of the market was being recruited.
Marketing Science · 201010.1287/mksc.1100.0560Publisher article page; full-text availability varies and was not established in this review.
Advertising and promotionEvidence check: 4/5
Xiaoyan Deng, Jing Wang, Xiaolin Zhang (2021). Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China. Journal of Marketing Research. https://doi.org/10.1177/0022242920985784
Plain-English take: Influencer-based social communication increased adoption, with effects shaped by local social ties and perceived credibility.
Question: Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China?
Design: Randomized field experiment varying influencer/social-media promotion, with adoption outcomes in rural communities.. Consumers in rural China considering an eco-friendly consumer product.
Influencer-based social communication increased adoption, with effects shaped by local social ties and perceived credibility.
Journal of Marketing Research · 202110.1177/0022242920985784Publisher article page; full-text availability varies and was not established in this review.
Advertising and promotionEvidence check: 4/5
Sinan Aral, Dylan Walker (2012). Identifying Influential and Susceptible Members of Social Networks. Science. https://doi.org/10.1126/science.1215842
Plain-English take: Influence and susceptibility varied systematically by age, gender, and marital status; network position and individual traits jointly predicted product adoption contagion.
Question: Identifying Influential and Susceptible Members of Social Networks?
Design: Large-scale randomized in-vivo social-network experiment with peer-effect estimation.. Approximately 12 million Facebook users and adoption of a commercial Facebook application.
Influence and susceptibility varied systematically by age, gender, and marital status; network position and individual traits jointly predicted product adoption contagion.
Science · 201210.1126/science.1215842Publisher article page; full-text availability varies and was not established in this review.
Advertising and promotionEvidence check: 4/5
John H. Roberts, David R. Lattin (1986). Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising. Journal of Marketing Research. https://doi.org/10.2307/3151809
Plain-English take: Advertising effects accumulated over exposure and could not be represented adequately by a simple contemporaneous response; intervention analysis detected buildup dynamics.
Question: Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising?
Design: Field experiment with intervention/time-series analysis of advertising buildup.. Consumers and sales outcomes observed in a commercial advertising campaign over time.
Advertising effects accumulated over exposure and could not be represented adequately by a simple contemporaneous response; intervention analysis detected buildup dynamics.
Journal of Marketing Research · 198610.2307/3151809Publisher article page; full-text availability varies and was not established in this review.
Advertising and promotionEvidence check: 3/5
J. L. Lodish, M. M. Abraham, J. S. Kalmenson (2018). Advertising Effects? An Elemental Experiment. Australasian Marketing Journal. https://doi.org/10.1016/j.ausmj.2018.09.002
Plain-English take: Specific advertising elements produced separable effects on attention, attitude, and response; aggregate creative labels obscured which elements drove performance.
Question: Advertising Effects? An Elemental Experiment?
Design: Controlled experimental comparison of elemental advertising treatments and consumer responses.. Consumers exposed to alternative advertising elements in an experimental marketing setting.
Specific advertising elements produced separable effects on attention, attitude, and response; aggregate creative labels obscured which elements drove performance.
Australasian Marketing Journal · 201810.1016/j.ausmj.2018.09.002Publisher article page; full-text availability varies and was not established in this review.
Advertising and promotionEvidence check: 4/5
Michael Thomas, Marcel Goic, Kirthi Kalyanam (2025). Long Lags and Large Returns: Experimental Evidence from Advertising to Businesses. Management Science. https://doi.org/10.1287/mnsc.2023.02661
Plain-English take: Advertising to businesses generated unusually large returns relative to typical consumer-ad estimates; reported ROAS was 12.0 (95% CI 4.8–24.5), with long response lags.
Question: What does long lags and large returns: experimental evidence from advertising to businesses show about customer behavior or marketing outcomes?
Design: Multiyear randomized advertising experiment directed at businesses; estimates delayed responses, return on ad spend, and heterogeneity by business/customer setting.. Business customers/advertising recipients in a multiyear field experiment; the publisher abstract reports a 12.0 ROAS (95% CI 4.8–24.5) but not the sample count in the fetched page.
Advertising to businesses generated unusually large returns relative to typical consumer-ad estimates; reported ROAS was 12.0 (95% CI 4.8–24.5), with long response lags.
Management Science · 202510.1287/mnsc.2023.02661Publisher page; full-text availability varies and was not established.
Advertising and promotionEvidence check: 2/5
Harri Terho, Marta Giovannetti, Silvio Cardinali (2022). Measuring B2B social selling: Key activities, antecedents and performance outcomes. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2021.12.016
Plain-English take: All three social-selling dimensions were supported. Thought leadership and acquisition performance mediated the sales-performance relationship; management support, sales-technology orientation, and social influence were important drivers.
Question: What does measuring b2b social selling: key activities, antecedents and performance outcomes show about customer behavior or marketing outcomes?
Design: Two empirical studies: measure development and validation/model testing. The activity-based social-selling construct has insight generation, connecting, and engaging dimensions; predictors include management social-media strategy/tools/content support, sales-technology orientation, and social influence; outcomes include thought leadership, acquisition performance, and sales performance.. Salesperson data in two studies; the publisher page reports the study-1 measure-development and study-2 antecedents/outcomes designs, with nonresponse-bias checks.
All three social-selling dimensions were supported. Thought leadership and acquisition performance mediated the sales-performance relationship; management support, sales-technology orientation, and social influence were important drivers.
Industrial Marketing Management · 202210.1016/j.indmarman.2021.12.016Publisher page; full-text availability varies and was not established.
Advertising and promotionEvidence check: 4/5
Navdeep S. Sahni, Harikesh S. Nair (2020). Does Advertising Serve as a Signal? Evidence from a Field Experiment in Mobile Search. The Review of Economic Studies. https://doi.org/10.1093/restud/rdz053
Plain-English take: The study provides experimental evidence on whether advertising conveys product/firm quality information, rather than merely persuading; exact effect sizes are not asserted here because the fetched DOI page did not expose the full abstract.
Question: What does does advertising serve as a signal? evidence from a field experiment in mobile search show about customer behavior or marketing outcomes?
Design: Field experiment in mobile search that varies advertising exposure/brand-search advertising and examines consumer responses as evidence about signaling; outcomes include search/ad response and downstream behavior as reported by the article.. Mobile-search users and advertisers on a mobile search platform; the DOI landing-page evidence does not report an N in the fetched abstract snippet.
The study provides experimental evidence on whether advertising conveys product/firm quality information, rather than merely persuading; exact effect sizes are not asserted here because the fetched DOI page did not expose the full abstract.
The Review of Economic Studies · 202010.1093/restud/rdz053Publisher page; full-text availability varies and was not established.
Advertising and promotionEvidence check: 4/5
Randall A. Lewis, David H. Reiley (2014). Online Ads and Offline Sales: Measuring the Effect of Retail Advertising via a Controlled Experiment on Yahoo!. Quantitative Marketing and Economics. https://doi.org/10.1007/s11129-014-9146-6
Plain-English take: The experiment finds a positive causal effect of online advertising on retail sales, including offline purchases, and reports that the campaign was profitable. It demonstrates that display advertising can generate measurable sales beyond the online channel.
Question: What does online ads and offline sales: measuring the effect of retail advertising via a controlled experiment on yahoo! show about customer behavior or marketing outcomes?
Design: Large randomized controlled display-advertising field experiment: eligible customers were randomly assigned to receive retail ads or a control condition, with purchases measured using the retailer's transaction data, including offline sales.. Approximately 1.6 million existing customers of a major retailer reached through Yahoo! advertising; the outcome was subsequent retailer purchasing rather than only online clicks or pixel conversions.
The experiment finds a positive causal effect of online advertising on retail sales, including offline purchases, and reports that the campaign was profitable. It demonstrates that display advertising can generate measurable sales beyond the online channel.
Quantitative Marketing and Economics · 201410.1007/s11129-014-9146-6Publisher page; full-text availability varies and was not established.
Advertising and promotionEvidence check: 4/5
Avi Goldfarb, Catherine Tucker (2011). Online Display Advertising: Targeting and Obtrusiveness. Marketing Science. https://doi.org/10.1287/mksc.1100.0583
Plain-English take: Context matching and obtrusiveness each raised purchase intent separately, but their combination was ineffective and performed worse than using only one; the negative interaction was strongest among people refusing to report income and privacy-sensitive categories.
Question: What does online display advertising: targeting and obtrusiveness show about customer behavior or marketing outcomes?
Design: Large-scale field experiment varying whether display ads matched website content (contextual targeting) and ad obtrusiveness; outcome was purchase intent, with heterogeneity by privacy-related measures/categories.. Visitors/users exposed to online display advertising in the field; the publisher abstract identifies a large-scale field experiment but does not give an N.
Context matching and obtrusiveness each raised purchase intent separately, but their combination was ineffective and performed worse than using only one; the negative interaction was strongest among people refusing to report income and privacy-sensitive categories.
Marketing Science · 201110.1287/mksc.1100.0583Publisher page; full-text availability varies and was not established.
Advertising and promotionEvidence check: 4/5
Anja Lambrecht, Catherine Tucker (2013). When Does Retargeting Work? Information Specificity in Online Advertising. Journal of Marketing Research. https://doi.org/10.1177/0022243718813987
Plain-English take: Switching on retargeting caused 14.6% more users to return within four weeks; effects decayed with time since the initial visit, 33% of first-week effect occurred on day one, and week-two advertising worked better after week-one exposure.
Question: What does when does retargeting work? information specificity in online advertising show about customer behavior or marketing outcomes?
Design: Large-scale randomized field experiment with retargeted banner advertising after website visits; treatment varied advertising exposure over time and outcomes were return visits, including time-since-visit and week-to-week complementarity.. Users of an online home-improvement retailer’s website.
Switching on retargeting caused 14.6% more users to return within four weeks; effects decayed with time since the initial visit, 33% of first-week effect occurred on day one, and week-two advertising worked better after week-one exposure.
Journal of Marketing Research · 201310.1177/0022243718813987Publisher page; full-text availability varies and was not established.
Advertising and promotionEvidence check: 2/5
Omar S. Itani, Raj Agnihotri, Rebecca Dingus (2017). Social media use in B2b sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2017.06.012
Plain-English take: Social-media use affected performance through competitive-intelligence collection and adaptive selling; perceived usefulness was not significantly related to use; intelligence collection supported adaptive selling.
Question: What does social media use in b2b sales and its impact on competitive intelligence collection and adaptive selling: examining the role of learning orientation as an enabler show about customer behavior or marketing outcomes?
Design: Empirical model of salesperson social-media use: usefulness attitude and learning orientation predict use; use predicts competitive-intelligence collection, adaptive selling, and performance, with adaptive selling modeled as a mediator.. B2B salespeople recruited through a marketing research company in India; the study uses an emerging-market sales setting.
Social-media use affected performance through competitive-intelligence collection and adaptive selling; perceived usefulness was not significantly related to use; intelligence collection supported adaptive selling.
Industrial Marketing Management · 201710.1016/j.indmarman.2017.06.012Publisher page; full-text availability varies and was not established.
Advertising and promotionEvidence check: 2/5
Jessica Ogilvie, Raj Agnihotri, Adam Rapp, Kevin Trainor (2018). Social media technology use and salesperson performance: A two study examination of the role of salesperson behaviors, characteristics, and training. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2018.03.007
Plain-English take: Social-media technology affected relationship and objective sales performance through salesperson behaviors/characteristics; technology without training did not produce the best results, making training critical.
Question: What does social media technology use and salesperson performance: a two study examination of the role of salesperson behaviors, characteristics, and training show about customer behavior or marketing outcomes?
Design: Two empirical studies, using cross-company and within-company data, test whether shared social-media technology affects relationship and objective sales performance through product-information communication, diligence, product knowledge, and adaptability, with training as moderator.. Salespeople from a random sample of 1,200 US B2B firms, spanning industries and firm sizes, plus a within-company study.
Social-media technology affected relationship and objective sales performance through salesperson behaviors/characteristics; technology without training did not produce the best results, making training critical.
Industrial Marketing Management · 201810.1016/j.indmarman.2018.03.007Publisher page; full-text availability varies and was not established.
Advertising and promotionEvidence check: 4/5
Sinan Aral, Dylan Walker (2011). Creating Social Contagion Through Viral Product Design: A Randomized Trial of Peer Influence in Networks. Management Science. https://doi.org/10.1287/mnsc.1110.1421
Plain-English take: The experiment provides causal evidence that product design can create social contagion and peer influence in networks, distinguishing influence from homophily and common external stimuli.
Question: What does creating social contagion through viral product design: a randomized trial of peer influence in networks show about customer behavior or marketing outcomes?
Design: Randomized field experiment manipulating viral-product-design features in a social network to test peer influence; adoption and network diffusion were the principal behavioral outcomes.. Large online social-network user population and users’ friendship networks; the publisher labels it a randomized trial/large-scale randomized field experiment.
The experiment provides causal evidence that product design can create social contagion and peer influence in networks, distinguishing influence from homophily and common external stimuli.
Management Science · 201110.1287/mnsc.1110.1421Publisher page; full-text availability varies and was not established.
Advertising and promotionEvidence check: 4/5
Anja Lambrecht, Catherine Tucker (2013). When Does Retargeting Work? Information Specificity in Online Advertising. Journal of Marketing Research. https://doi.org/10.1509/jmr.11.0503
Plain-English take: Dynamic retargeting was, on average, less effective than generic brand advertising, but the disadvantage disappeared or reversed when browsing behavior indicated that consumers had developed specific preferences (for example, after visiting review sites). The implication is that retargeting content should match the consumer's decision stage and information specificity.
Question: What does when does retargeting work? information specificity in online advertising show about customer behavior or marketing outcomes?
Design: Field experiment by an online travel firm: after users visited the firm's site and viewed hotels, an ad network randomized/served dynamic retargeted versus generic brand banner content while users browsed other websites; subsequent response was compared across stages/signals of the decision process.. Visitors to an online travel firm's website who had looked at hotel offerings, followed as they browsed elsewhere on the web; the article appears in Journal of Marketing Research 50(5), 561–576.
Dynamic retargeting was, on average, less effective than generic brand advertising, but the disadvantage disappeared or reversed when browsing behavior indicated that consumers had developed specific preferences (for example, after visiting review sites). The implication is that retargeting content should match the consumer's decision stage and information specificity.
Journal of Marketing Research · 201310.1509/jmr.11.0503Publisher page; full-text availability varies and was not established.
Advertising and promotionEvidence check: 4/5
Renyu Zhang, Xin Chen, Zhiwei Xu, Zikun Ye, Dennis J. Zhang, Heng Zhang (2022). Cold Start to Improve Market Thickness on Online Advertising Platforms. Management Science. https://doi.org/10.1287/mnsc.2022.4550
Plain-English take: The algorithm increased cold-start success rate by 61.62%, with a 0.717% short-term-revenue compromise. It increased overall advertising-market thickness by 3.13% and long-term advertising revenue by at least 5.35%.
Question: What does cold start to improve market thickness on online advertising platforms show about customer decisions or business outcomes?
Design: Data-driven optimization and bandit-algorithm study validated through a two-sided randomized field experiment with a large-scale video-sharing platform; the experiment evaluated the proposed shadow bidding with learning algorithms for new-ad cold start.. Ads, advertisers, and users in the large-scale video-sharing-platform field experiment; the accessible publisher abstract does not state numeric sample counts.
The algorithm increased cold-start success rate by 61.62%, with a 0.717% short-term-revenue compromise. It increased overall advertising-market thickness by 3.13% and long-term advertising revenue by at least 5.35%.
Management Science · 202210.1287/mnsc.2022.4550Publisher article page; full-text access varies and was not established in this check.
Advertising and promotionEvidence check: 2/5
Thi Thuy An Ngo, Chi Thanh Bui, Huynh Khanh Long Chau, Nguyen Phuc Nguyen Tran (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon. https://doi.org/10.1016/j.heliyon.2024.e32168
Plain-English take: Information credibility significantly influenced information usefulness and information adoption. Usefulness shaped attitudes but did not directly affect purchase intention; a positive attitude did not necessarily produce information adoption. Information adoption was a critical determinant of online purchase intention.
Question: What does electronic word-of-mouth (ewom) on social networking sites (sns): roles of information credibility in shaping online purchase intention show about customer decisions or business outcomes?
Design: Quantitative cross-sectional questionnaire study analyzed with partial least squares structural equation modeling (PLS-SEM), grounded in the Information Adoption Model and Information Acceptance Model.. 337 Vietnamese individuals actively engaged in eWOM on social networking sites.
Information credibility significantly influenced information usefulness and information adoption. Usefulness shaped attitudes but did not directly affect purchase intention; a positive attitude did not necessarily produce information adoption. Information adoption was a critical determinant of online purchase intention.
Heliyon · 202410.1016/j.heliyon.2024.e32168Publisher article page; full-text access varies and was not established in this check.