The Role of Randomized Control Trials in Online Demand Generation: Exploratory Evidence from Facebook

Julian M. R. Runge, Harikesh Nair. The Role of Randomized Control Trials in Online Demand Generation: Exploratory Evidence from Facebook. In Joe S. Valacich, Anitesh Barua, Ryan Wright, Atreyi Kankanhalli, Xitong Li, Shaila Miranda, editors, Proceedings of the 42nd International Conference on Information Systems, ICIS 2021, Building Sustainability and Resilience with IS: A Call for Action, Austin, TX, USA, December 12-15, 2021. Association for Information Systems, 2021. [doi]

Abstract

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