Tong Guo_News on Social Media and New Product Adoption_Duke University's Fuqua School of Business
Apr 02, 2024

Professor Tong Guo found news coverage shared on social media can be as effective as TV advertising

News media impacts people’s behavior, and when the reports are about a new product, they may nudge local businesses to adopt it, with an effectiveness similar to that of TV ads. In the working paper, “Social Media Publicity and New Product Entry via Local Entrepreneurs,” Professor Tong Guo of Duke University’s Fuqua School of... read more