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

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dc.careerEconomíaes
dc.category.authorprincipalen_US
dc.contributor.authorAcosta González, Hugo Nicolás
dc.contributor.correspondingAcosta González, Hugo Nicolás
dc.countryEcuadores
dc.date.accessioned2023-11-04T21:30:52Z
dc.date.available2023-11-04T21:30:52Z
dc.date.issued2020
dc.dedication.authorTCes
dc.description.abstractThis 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.en_US
dc.facultyEconomíaes
dc.id.author1002504528
dc.id.type1
dc.identifier.doihttps://doi.org/10.1080/23737484.2019.1694459
dc.identifier.issn2373-7484
dc.identifier.urihttps://repositorio.puce.edu.ec/handle/123456789/4690
dc.identifier.urihttps://www.tandfonline.com/doi/epub/10.1080/23737484.2019.1694459?needAccess=true
dc.indexed.databaseOtheres
dc.language.isoen
dc.list.authorsGallegos, F., Alvaracín, M., Acosta, H.
dc.magazine.pageRange247-269
dc.magazine.titleCommunications in Statistics: Case Studies, Data Analysis and Applicationsen_US
dc.magazine.volumeChapter6(2)
dc.rightsOpenAccessen
dc.statepublisheden_US
dc.subjectCampañas publicitariases
dc.subjectExposicioneses
dc.subjectCampañas publicitarias
dc.subjectExposiciones
dc.titleEstimation of the causal effect of tourism advertising campaign All You Need is Ecuador on digital exposureen_US
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