Does Advertising Serve as a Signal? Evidence from a Field Experiment in Mobile Search

For your marketing

Possible founder application

Use this study as a bounded example related to does advertising serve as a signal? evidence from a field experiment in mobile search; evaluate whether its customers, intervention and outcome match your own context.

Reported result

What the study found

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.

Research question

What the authors investigated

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.

Sample and setting

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.

Scope and transfer

Limitations to keep in view

Conservative inference: platform, advertiser mix, and mobile-search context may limit generalization to display/social advertising; exact sample size and detailed outcomes require the article/full text beyond the DOI landing evidence. Full-text methods and correction history were not independently checked.

Research sources

Study metadata and reported results were cross-checked against a direct publisher-page retrieval; detailed full-text methods were not reviewed.

Additional research source ↗