March 23 - Yiyi Li of the Department of Marketing
Title:Effects of Mobile In-App Advertising in A Multi-Channel Environment
Presenter: Yiyi Li
When:Wednesday, March 23, 2:00–3:30 p.m.
Where: CoB 609
Abstract: As in-app advertising becomes an increasingly popular advertising tool for advertisers to reach mobile users, this paper proposes an integrated model of the contemporaneous, carryover, and spillover effects to measure the incremental contributions of multiple in-app advertising channels: banner, newsfeed, social and video. We empirically examine the three types of effects in four mobile in-app advertising channels using data from a new ad campaign for a mobile video game. The dataset contains 19,720,5222 impressions, 506,387 clicks, and 20,533 conversions. Three main findings emerge. First, social ads have the strongest contemporaneous effects on both ad clicks and conversions; exposure to the ad in a social app, relative to exposure in a newsfeed app (the baseline condition), is 81% more likely to achieve a click and 103% more likely to achieve a conversion. Video ads are the second-most effective (clicks: +66%; conversions: +83% compared to newsfeed). Second, the carryover effect is strongest in the video channel, followed by banner channel and social channel. Finally, the spillover effect is the strongest in the newsfeed channel; prior ad exposures in newsfeed apps are more effective than prior ad exposures in video, social, or banner apps at promoting clicks and conversions upon subsequent exposure in other channels. The paper concludes with theoretical and managerial implications.
Author’s note about the paper’s “warts”: As in-app advertising becomes an increasingly popular tool for advertisers to reach mobile users, existing knowledge about how different types of app channels interplay in driving consumer decisions jointly is very limited. This paper proposes an integrated model of the contemporaneous, carryover, and spillover effect to measure the incremental contributions of multiple in-app advertising channels: banner, newsfeed, social and video. We empirically examine the three types of effects in four mobile in-app advertising channels using a large dataset from a large-scale ad campaign for a new mobile video game and yield some interesting findings regarding the differentiating effects of channels. We just finished the manuscript and are about to submit the paper for review. Any suggestions or comments regarding how we can strengthen our managerial contributions would be greatly appreciated.
February 23 - Dave Arena of the Department of Management
Title: Mixed Signals: A Time Lagged Study of the Identity Management Process for LGB Employees
Presenter: Dave Arena
When:Wednesday, February 23, 2:00–3:30 p.m.
Where: Via Microsoft Teams
AbstractResearch on the workplace experiences of lesbian, gay, and bisexual (LGB) employees has been on the rise steadily in management outlets. One area that has received particular attention is scholarship aiming to understand how LGB employees manage their sexual orientation identities while at work. We contribute to foundational work in this space by providing insight into the relationship between signaling one’s sexual orientation and taking steps to conceal that identity, and how this identity management process might be moderated by perceived mistreatment. Our study of 339 LGB identifying employees found support for our hypothesizing such that when perceived mistreatment was low, signaling efforts led to fewer attempts to conceal an LGB identity. As mistreatment increased, however, the relationship between signaling and concealing became more positive. This suggests that studying the relationship between identity management strategies in isolation of mistreatment might not be enough to understand the true underlying mechanisms behind identity management decisions. Supplemental analyses dive deeper into the potential role of different forms of mistreatment, and the extent to which our results are generalizable to different subpopulations nested within the LGB community. Taken together, our study suggests that the identity management process for LGB employees might be more nuanced than has been assumed by past research.
Author’s note about the paper’s “warts”:This paper was granted a revision last month, and my coauthors and I have an initial plan moving forward. The major concerns of the review team were in the measures that we used for the identity management items and they had suggestions for how to extend our model with additional data. We are in the process of a small validation study ahead of the larger Study 3, and I could use the most insight on strengthening the story leading up to Study 1 and expanding our model for Study 3. I will present some suggestions from the review team toward the end of my talk for expanding the model but am certainly open to other suggestions.
January 26 - Hila Fogel-Yaari of the Department of Accounting
Title: Office glamour work vs office housework: Gender differences in participation in and subjective evaluation of non-core job responsibilities
Presenter: Hila Fogel-Yaari
When: Wednesday, January 26, 2:00–3:30 p.m.
Where: Via Microsoft Teams
Author’s note about the paper’s “warts”:This is a gender issues paper, and I think a broad range of researchers at the COB will find it interesting. There is extensive literature on the topic. More than anything else, I would love to strengthen the hypothesis development and hear from the audience what theory we should be relying on and whether there are additional papers we should be citing.