When In-Feed Ads Carry a Location Tag: The Effectiveness of Local In-Feed Ads on Offline and Mobile Sales
研究本地信息流广告（带位置标签，显示店铺在3公里内）对线下和移动销售的影响，发现其提升线下销售但降低移动销售，效果受店铺年龄和评论量调节。
This study examines the cross-channel effectiveness of local in-feed ads which carries a location tag showing the promoted store is within 3 km. Using daily sales from a Chinese quick-service chain (3 treated stores vs. 26 controls), and propensity score matching and DID method, we find local in-feed ads increase offline sales (cross-effects) but reduce mobile sales (own-effects). These effects are moderated by store age and review volume. The results could be explained by construal-level theory. The results indicate that local in-feed advertising is an effective tool, but managers should select appropriate stores to maximize advertising impact.