Estimation of the causal effect of tourism advertising campaign All You Need is Ecuador on digital exposure

Francisco Alejandro Gallegos Silva; Mario Eduardo Alvaracín-Paula; Hugo Nicolás Acosta González

doi:10.1080/23737484.2019.1694459

Estimation of the causal effect of tourism advertising campaign All You Need is Ecuador on digital exposure

Francisco Alejandro Gallegos Silva
, Mario Eduardo Alvaracín-Paula
, Hugo Nicolás Acosta González^*

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

Abstract

This paper evaluated All You Need is Ecuador tourism advertising campaign in the two years following its launch. We estimate the effect on digital exposure by constructing synthetic counterfactuals with web search data obtained from Google Trends. The evaluation was carried out in 12 countries where the campaign was launched. The results indicate an average cumulative effect of 106.27 points of the popularity index in web searches, which represents a 21.49% increase on digital exposure in 11 of the 12 countries. In general, the effect turned out to be more intense during the semester after the intervention, later returning to pre-campaign levels.

Original language	English
Pages (from-to)	247-269
Number of pages	23
Journal	Communications in Statistics Case Studies Data Analysis and Applications
Volume	6
Issue number	2
DOIs	https://doi.org/10.1080/23737484.2019.1694459
State	Published - 10 Dec 2019

Bibliographical note

Publisher Copyright:
© 2019, © 2019 Taylor & Francis Group, LLC.

Funding

Funders
Pontifical Catholic University of Ecuador

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

All You Need is Ecuador (AYNE)
advertising campaign
causal effect
google trends

Access to Document

10.1080/23737484.2019.1694459

Cite this

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title = "Estimation of the causal effect of tourism advertising campaign All You Need is Ecuador on digital exposure",

abstract = "This paper evaluated All You Need is Ecuador tourism advertising campaign in the two years following its launch. We estimate the effect on digital exposure by constructing synthetic counterfactuals with web search data obtained from Google Trends. The evaluation was carried out in 12 countries where the campaign was launched. The results indicate an average cumulative effect of 106.27 points of the popularity index in web searches, which represents a 21.49\% increase on digital exposure in 11 of the 12 countries. In general, the effect turned out to be more intense during the semester after the intervention, later returning to pre-campaign levels.",

keywords = "All You Need is Ecuador (AYNE), advertising campaign, causal effect, google trends",

author = "Silva, \{Francisco Alejandro Gallegos\} and Alvarac{\'i}n-Paula, \{Mario Eduardo\} and Gonz{\'a}lez, \{Hugo Nicol{\'a}s Acosta\}",

note = "Publisher Copyright: {\textcopyright} 2019, {\textcopyright} 2019 Taylor \& Francis Group, LLC.",

year = "2019",

month = dec,

day = "10",

doi = "10.1080/23737484.2019.1694459",

language = "English",

volume = "6",

pages = "247--269",

journal = "Communications in Statistics Case Studies Data Analysis and Applications",

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Estimation of the causal effect of tourism advertising campaign All You Need is Ecuador on digital exposure. / Silva, Francisco Alejandro Gallegos; Alvaracín-Paula, Mario Eduardo; González, Hugo Nicolás Acosta.
In: Communications in Statistics Case Studies Data Analysis and Applications, Vol. 6, No. 2, 10.12.2019, p. 247-269.

Research output: Contribution to journal › Article › peer-review

TY - JOUR

T1 - Estimation of the causal effect of tourism advertising campaign All You Need is Ecuador on digital exposure

AU - Silva, Francisco Alejandro Gallegos

AU - Alvaracín-Paula, Mario Eduardo

AU - González, Hugo Nicolás Acosta

PY - 2019/12/10

Y1 - 2019/12/10

N2 - This paper evaluated All You Need is Ecuador tourism advertising campaign in the two years following its launch. We estimate the effect on digital exposure by constructing synthetic counterfactuals with web search data obtained from Google Trends. The evaluation was carried out in 12 countries where the campaign was launched. The results indicate an average cumulative effect of 106.27 points of the popularity index in web searches, which represents a 21.49% increase on digital exposure in 11 of the 12 countries. In general, the effect turned out to be more intense during the semester after the intervention, later returning to pre-campaign levels.

AB - This paper evaluated All You Need is Ecuador tourism advertising campaign in the two years following its launch. We estimate the effect on digital exposure by constructing synthetic counterfactuals with web search data obtained from Google Trends. The evaluation was carried out in 12 countries where the campaign was launched. The results indicate an average cumulative effect of 106.27 points of the popularity index in web searches, which represents a 21.49% increase on digital exposure in 11 of the 12 countries. In general, the effect turned out to be more intense during the semester after the intervention, later returning to pre-campaign levels.

KW - All You Need is Ecuador (AYNE)

KW - advertising campaign

KW - causal effect

KW - google trends

UR - https://www.scopus.com/pages/publications/85080114896

U2 - 10.1080/23737484.2019.1694459

DO - 10.1080/23737484.2019.1694459

M3 - Article

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SN - 2373-7484

VL - 6

SP - 247

EP - 269

JO - Communications in Statistics Case Studies Data Analysis and Applications

JF - Communications in Statistics Case Studies Data Analysis and Applications

IS - 2

ER -

Estimation of the causal effect of tourism advertising campaign All You Need is Ecuador on digital exposure

Abstract

Bibliographical note

Funding

UN SDGs

Keywords

Access to Document

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Cite this