"Is the Money Spent on Short-Form Video Social Platforms Worth It? The Role ..."

Yitian (Sky) Liang et al. (2025)

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DOI: 10.1287/MKSC.2023.0575

access: closed

type: Journal Article

metadata version: 2025-10-20

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  - https://dblp.org/rec/journals/mktsci/LiangCHZC25
Yitian (Sky) Liang, Xinlei (Jack) Chen, Shengnan Han, Jinglong Zhang, Yubo Chen:
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. Mark. Sci. 44(5): 1125-1144 (2025)

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