Explore the impact of racial minority representation in TV advertisements on consumer choices in the mortgage market in this new MSI working paper. The study employed a double machine learning model to control for high-dimensional video and text features, ensuring robust estimates. Its findings reveal that higher minority presence can significantly increase TV advertising effectiveness.
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How do positive and negative appeals in charity advertising shape donors' choices between immediate and long-term assistance? Discover strategic approaches that charities can adopt to optimize their advertising and maximize donor engagement and contributions.
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Generative AI is all the rage, and consumers are interested in interacting with such programs to receive personalized services and products. What is their outlook when it comes to doing so in the healthcare field? Here, the view is not as sunny. In fact, a new working paper put out by the Marketing Science Institute (MSI), at the ARF, found that physicians who use AI to communicate with patients were perceived as less warm and even less competent.
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Livestreaming platforms and social shopping in general have grown into marketing channels that can be very lucrative for several different categories. However, livestreaming stands apart from “normal” social media in the fact that influencers are less reliant on corporate sponsors, as they have their own customer base that they rely on. So, how can marketers be successful within these channels? This Marketing Science Institute (MSI) working paper illustrates what forces are at play with livestreaming and how to balance them for the benefit of all parties.
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