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

Authors

Xinlei Chen (ORCID: https://orcid.org/0000-0001-8271-5023)
J. L. Zhang (ORCID: https://orcid.org/0000-0003-1121-2693)
Shengnan Han (ORCID: https://orcid.org/0000-0001-8477-887X)
Yitian Liang (ORCID: https://orcid.org/0000-0002-3091-4861)
Yubo Chen (ORCID: https://orcid.org/0000-0002-2322-2349)

Institutions

University of Science and Technology of China (CN)
Cheung Kong Graduate School of Business (CN)
Tsinghua University (CN)

Publication Details

Journal: Marketing Science
Published: 2025-05-08
DOI: https://doi.org/10.1287/mksc.2023.0575
Citations: 2
Primary Topic: Consumer Market Behavior and Pricing
Type: article
Field-Weighted Citation Impact: 4.15

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article

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

Xinlei Chen, J. L. Zhang, Shengnan Han, Yitian Liang et al.

May 8, 2025

2 citations

Marketing Science

Consumer Market Behavior and Pricing

4.15

article

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

Xinlei Chen, J. L. Zhang, Shengnan Han, Yitian Liang, Yubo Chen

May 8, 2025article en

2 citations

Abstract

No abstract available for this paper.

Marketing ScienceVol. 44(5)

University of Science and Technology of China (CN), Cheung Kong Graduate School of Business (CN), Tsinghua University (CN)

Openalex Percentile: Top 7%

Consumer Market Behavior and Pricing

4.15

DOI Source OpenAlex

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