Measuring ethnic preferences in Bosnia and Herzegovina with mobile advertising

1Citations
Citations of this article
7Readers
Mendeley users who have this article in their library.

Abstract

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. [ABSTRACT FROM AUTHOR]

Cite

CITATION STYLE

APA

Nisser, A., & Weidmann, N. B. (2016). Measuring ethnic preferences in Bosnia and Herzegovina with mobile advertising. PLoS ONE, 11(12). https://doi.org/10.1371/journal.pone.0167779

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free