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Chang, H. L., Chou, Y. C., Wu, D. Y., & Wu, S. C. (2018). Will firm's marketing efforts on owned social media payoff? A quasi-experimental analysis of tourism products. Decision Support Systems, 107, 13-25.
Chang, Hsin-Lu, et al. "Will firm's marketing efforts on owned social media payoff? A quasi-experimental analysis of tourism products." Decision Support Systems 107 (2018): 13-25.
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HL Chang, YC Chou, DY Wu, SC Wu - Decision Support Systems, 2018 - Elsevier

Will firm's marketing efforts on owned social media payoff? A quasi-experimental analysis of tourism products.

quasi-experimental designs

Chang, Chou

GSID: OSBIYE765uUJ

Excerpt

… Using a quasi-experimental design and difference-in-difference estimation, we evaluate the effect of a firm's efforts on Facebook marketing campaigns after controlling time-fixed selection bias and common time-series heterogeneity. The results show that Facebook campaign …

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