Analysis Plan

Before-Analysis: Check for any anomaly data

  1. Important Variables Distribution
  2. New Questions Distribution
  3. Main Treatment Effect
  4. Mechanism Questions Treatment Effect
  5. Mediation Analysis
  6. Moderation Analysis

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 972 if no error

## [1] 972

Following should be 972 of 5s if no error

## .
##   5 
## 972

Following should be 972 of 0s if no error

## .
##   0 
## 972
## .
##   0 
## 972

Check whether each video gets roughly balanced assignment

## chipT1 chipI1    dT1    dI1   hfT1   hfI1    nT1    nI1    aT1    aI1   sgT1 
##    245    247    252    244    246    237    249    251    246    243    240 
##   sgI1   rmT1   rmI1   crT1   crI1    lT1    lI1    hT1    hI1 
##    226    250    246    248    246    244    240    230    230

Check whether all participants have 35 responses

## .
##  35 
## 972

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

## # A tibble: 6 × 2
##       n count
##   <dbl> <int>
## 1     0    36
## 2     1   158
## 3     2   295
## 4     3   303
## 5     4   147
## 6     5    33

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?

Pre-reg Analysis

Main Analysis

We predict the dependent variable mentioned above in regression with an ad-type dummy, participant fixed effects and video fixed effects, where we cluster the standard errors on the participant-level.

Feelings

Trustworthy

Purchase Intention

Aggregated Measure

Plot Treatment Effect

Mechanism Questions Treatment Effect

Informative

Quality

Properties

Belief

Connectedness

Plot Mechanism Questions Treatment Effect

Mediation Effects

Informative

Belief

Properties

Plot

Informative

Belief

Properties

Moderation Analysis

Treatment Condition Moderation

TikTok

Instagram

Snapchat

YouTube

Buys off Social

Social Usage

Young (<=27)

Age

Brand Dummy Interaction

Note: showing only for the aggregate outcome for now.

NordVPN

CrunchyRoll

Honey

Dominos

RocketMoney

HelloFresh

SeatGeek

LordsMobile

Chipotle

Audible