Analysis Plan

Before-Analysis: Check for any anomaly data

  1. Important Variables Distribution
  2. New Questions Distribution
  3. Average Treatment Effect
    • Overall vs By Brand
    • Restrict to Social Media users, online ads purchasers, younger users
  4. Mediation Analysis

To be added into the survey:

  • would having someone only seeing influencer ads affect effects?

Load Data & Data Cleaning

Before-Analysis

Check whether 5 questions in total for each person (Should be 0 if no error)

## [1] 0

Following should be 100 if no error

## [1] 1000

Following should be 100 of 5s if no error

## .
##    5 
## 1000

Following should be 100 of 0s if no error

## .
##    0 
## 1000
## .
##    0 
## 1000

Check whether each video gets roughly balanced assignment

## chipT1 chipI1    dT1    dI1   hfT1   hfI1    nT1    nI1    aT1    aI1   sgT1 
##    254    253    259    249    252    247    253    258    253    248    247 
##   sgI1   rmT1   rmI1   crT1   crI1    lT1    lI1    hT1    hI1 
##    232    259    252    252    257    254    245    240    236

Check whether all participants have 35 responses

## .
##   35 
## 1000

Check how many influencer ads (out of 5) each person sees

## # A tibble: 6 × 2
##       n count
##   <dbl> <int>
## 1     0    37
## 2     1   162
## 3     2   305
## 4     3   313
## 5     4   149
## 6     5    34

Descriptives

Demographics

Questions Response Distribution

Questions below were asked in this specific order even though the coding of the question has different order.

1. After watching this video, how positive or negative are your feelings towards Domino's?

5. How would you rate the production quality of video?

4. How much information did the video give you about the product/service featured in the video?

2. How trustworthy do you consider the message in this video?

6. To what extent do you think __[product]__ actually has the properties the video claims? 

8. How connected do you feel towards the person speaking in the video?

7. To what extent do you think the person speaking in the video actually believed what they were saying?  

3. Based on what you saw, how likely are you to purchase the product/service featured in the video?

Average Treatment Effect

Outcomes here are purchase intention, trustworthiness, and feelings towards the brand.

Data is in panel format, thus each person has multiple records. Filtered the panel data to only the three outcomes as shown above (should have equal weights under this setting).

Overall Treatment Effect

Overall

By Brand

By Number of Influencer Ads Seen

Note that there are 2 participants who saw all influencer ads and 0 participant who saw all traditional ads. For the 2 who saw all influencer ads, we cannot compare the treatment effect given that there is no traditional ads assignment.

Implication and Warning: This analysis might be ill-informed given the imbalance in the number of ads seen. Maybe should consider showing equal number of influencer and traditional ads to each participant.

Restrict to TikTok / YouTube Users

Restrict to Younger Users

Restrict to Relatively Older Users

Restrict to Online Product Purchasers

Treatment Effect on New Questions

By Question 4: Informativeness

By Question 5: Quality of the Video

By Question 6:Properties

By Question 7:Belief

By Question 8: Connectedness

Subgroup Analysis

Outcome here is the average of purchase intention, trustworthiness, and feelings towards the brand.

By Question 4: Informativeness

By Question 5: Quality of the Video

By Question 6:Properties

By Question 7:Belief

By Question 8: Connectedness

Correlation Analysis