Measuring Ethnic Preferences in Bosnia and Herzegovina with Mobile Advertising

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PLOS ONE. 2016, 11(12), e0167779. eISSN 1932-6203. Available under: doi: 10.1371/journal.pone.0167779
Zusammenfassung

We present a field experiment that uses geo-referenced smartphone advertisements to measure ethnic preferences at a highly disaggregated level. Different types of banners advertising a vote matching tool are randomly displayed to mobile Internet users in Bosnia and Herzegovina, while recording their spatial coordinates. Differences in the response (click) rate to different ethnic cues on these banners are used to measure temporal and spatial variation in ethnic preferences among the population of Bosnia and Herzegovina. Our study lays out the theoretical and practical underpinnings of this technology and discusses its potential for future applications, but also highlights limitations of this approach.

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ISO 690NISSER, Annerose, Nils B. WEIDMANN, 2016. Measuring Ethnic Preferences in Bosnia and Herzegovina with Mobile Advertising. In: PLOS ONE. 2016, 11(12), e0167779. eISSN 1932-6203. Available under: doi: 10.1371/journal.pone.0167779
BibTex
@article{Nisser2016Measu-36555,
  year={2016},
  doi={10.1371/journal.pone.0167779},
  title={Measuring Ethnic Preferences in Bosnia and Herzegovina with Mobile Advertising},
  number={12},
  volume={11},
  journal={PLOS ONE},
  author={Nisser, Annerose and Weidmann, Nils B.},
  note={Article Number: e0167779}
}
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