中文摘要
在一项加利福尼亚州的田野实验中,我考察了一场旨在提高补充营养援助计划(SNAP)注册率的 Facebook 宣传活动的效果。该活动采用了一种颇具前景的营销策略,即“重新定向”(retargeting):广告被投放给随机选定的、超过 16,000 名即将完成 SNAP 申请流程的符合条件未参与者中的一个子集,而对照组则不受影响。尽管利用了与公益组织和政府合作伙伴共同开发的广告内容,该活动在注册率上并未产生统计上或经济上显著的提升,即使考虑估计置信区间的极端值也是如此。本文由市场营销学领域编辑 Jean-Pierre Dube 接受。资助:本研究由 Code for America 和美国国家老龄化研究所资助[项目编号 T32-AG000186]。补充材料:在线附录和数据文件可在 https://doi.org/10.1287/mnsc.2024.06312 获取。
Abstract
In a California field experiment, I investigated the impact of a Facebook outreach campaign aimed at increasing enrollment in the Supplemental Nutrition Assistance Program (SNAP). The campaign used a promising marketing strategy known as “retargeting,” where ads were delivered to a randomly selected subset of over 16,000 eligible nonparticipants who had nearly completed the SNAP application process, while a control group remained unaffected. Despite leveraging ad content developed in collaboration with nonprofit and government partners, the campaign did not produce statistically or economically significant increases in enrollment, even when considering the extreme values of estimated confidence intervals. This paper was accepted by Jean-Pierre Dube, marketing. Funding: This work was supported by Code for America and the National Institute on Aging [Grant T32-AG000186]. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2024.06312 .