Is the Money Spent on Short-Form Video Social Platforms Worth It? The Role of Advertising Spillover in a Large-Scale Randomized Field Experiment on ByteDance

• Yitian (Sky) Liang

  Corresponding Author

  Yitian (Sky) Liang

  [email protected]

  https://orcid.org/0000-0002-3091-4861

  School of Economics and Management, Tsinghua University, Beijing 100190, China

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  ,
• Xinlei (Jack) Chen

  Xinlei (Jack) Chen

  [email protected]

  Cheung Kong Graduate School of Business, Beijing 100006, China

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  ,
• Shengnan Han

  Shengnan Han

  [email protected]

  Independent Researcher, Beijing 100163, China

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  ,
• Jinglong Zhang

  Corresponding Author

  Jinglong Zhang

  [email protected]

  https://orcid.org/0009-0003-6491-9382

  Faculty of Business for Science and Technology, School of Management, University of Science and Technology of China, Hefei 230026, China

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  ,
• Yubo Chen

  Yubo Chen

  [email protected]

  https://orcid.org/0000-0002-2322-2349

  School of Economics and Management, Tsinghua University, Beijing 100190, China

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