Advertiser Retaliation Against Media: Evidence from South Korea
Abstract/Contents
- Abstract
- In this paper, I present evidence on financial retaliation by advertisers in the newspaper market in South Korea. Specifically, I study whether the coverage of negative news stories about the advertisers affects their advertising expenditure. I obtained data on daily advertising spending by the top 50 advertisers in South Korea, as of 2007, across seven national newspapers during the period 2007-2011 I also retrieved daily newspaper coverage of negative news about those top 50 advertisers for the same seven national newspapers during that period. I then performed a difference in differences analysis comparing advertising spending before and after the negative news was published, and between media outlets responsible for breaking negative news and the rest to see an average differential effect. I also interacted the difference in differences model with the date variable to observe the acute effect of publishing negative news about advertisers on ads amount. In order to identify each negative story, I manually selected events that attracted nationwide interest. Then, I separated outlets responsible for breaking news from those that did not, based on both quantitative and qualitative measures.
Description
| Type of resource | text |
|---|---|
| Date created | May 2016 |
Creators/Contributors
| Author | Dongyoon Kwon, Hailey | |
|---|---|---|
| Primary advisor | Gentzkow, Matthew | |
| Degree granting institution | Stanford University, Department of Economics |
Subjects
| Subject | Stanford Department of Economics |
|---|---|
| Genre | Thesis |
Bibliographic information
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Preferred citation
- Preferred Citation
- Dongyoon Kwon, Hailey. (2016). Advertiser Retaliation Against Media: Evidence from South Korea. Stanford Digital Repository. Available at: https://purl.stanford.edu/pn928wy3796
Collection
Stanford University, Department of Economics, Honors Theses
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- econ@stanford.edu
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