A Deep-DiD Method to Estimate Heterogeneous Treatment Effects: Application to Content Creator Selection

The authors received helpful comments from conference attendees of the ISMS Marketing Science Conference, Hong Kong Quantitative Marketing Workshop, HKUST-USC Digital Transformation Conference, China India Insights Conference, Tsinghua SEM Alumni Forum, Marketing and the Creator Economy Conference, POMS-HK International Conference, INFORMS Annual Meeting, and seminar attendees at Tongji University, Shanghai University of Finance and Economics, and the Chinese University of Hong Kong. The authors thank the Senior Editor, the Associate Editor, and the anonymous reviewers for their constructive comments and helpful suggestions, which have greatly improved this paper. Yuhui Zhang was an employee of the company that provided the proprietary data set used in this paper. The first three authors contributed equally and are listed in reverse order of seniority.