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 355 if no error

## [1] 355

Following should be 355 of 5s if no error

## .
##   0 
## 355

Check whether each video gets roughly balanced assignment

## chipT1 chipI1    dT1    dI1   hfT1   hfI1    nT1    nI1    aT1    aI1   sgT1 
##     91     87     88     88     89     90     88     92     92     93     86 
##   sgI1   rmT1   rmI1   crT1   crI1    lT1    lI1    hT1    hI1 
##     92     91     87     89     85     88     85     91     83

Check whether all participants have 35 responses

## .
##  15 
## 355

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

## # A tibble: 6 × 2
##       n count
##   <dbl> <int>
## 1     0    15
## 2     1    49
## 3     2   112
## 4     3   112
## 5     4    62
## 6     5     5

Descriptives

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.

Controlling for Participant and Brand Fixed Effects

Without Controlling for Participant and Video Fixed Effects

Controlling for Participant Fixed Effects

Controlling for Video Fixed Effects

Controlling for Brand Fixed Effects

By Brand Analysis