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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A large-scale analysis of clickstream data reveals that how often and how regularly pre-roll skippable ads are shown significantly influences whether users accept or skip them. Using advanced modeling, researchers find that less frequent and more irregular exposure increases the hidden “acceptance propensity” underlying viewing behavior. These findings challenge conventional scheduling tactics and offer new strategies for maximizing skippable ad effectiveness.
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This study explores how mega- and micro-influencers manage authenticity in their sponsored content based on social network theory, which argues that individuals, groups and organizations are embedded within webs of social relations and interactions that impact their beliefs and actions. It compares their strategies and engagement rates, providing insights into the effectiveness of different influencer types.
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Are social media platforms compensating musical artists enough for their IP? Although music companies claim social platforms cannibalize sales, the platforms say they give artists much needed exposure. Who is correct? The study examines the impact of TikTok on music consumption and revenue. It highlights what TikTok pays studios and discusses the concerns from Universal Music Group (UMG) regarding inadequate compensation for its artists.
Additionally, it mentions that videos on TikTok function as promotional materials or trailers for full-length productions. The study uses a difference-in-difference model to analyze the data. It concludes that music labels can sharpen their licensing agreements based on the findings.
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