Yuan, Lin, Gene Moo Lee, Hao Xia, Qiang Ye. “From Spacing to Scheduling: The Effect of Seller Posting Time Strategies for Short Video Advertising”, Accepted at CIST 2023.
We examine how a seller’s posting time strategies of short video advertising affect consumer engagement and product sales. Drawing on the two-factory theory, we develop hypotheses on the effects of ad spacing and scheduling on ad effectiveness. The empirical results based on a unique short video ad dataset from Douyin, the Chinese counterpart of TikTok, indicate that there exists an inverted U-shape relationship between ad spacing and sales. Also, certain posting times significantly increase ad effectiveness. Interestingly, the effects of posting time strategies manifest under specific conditions: the effects of ad spacing on consumer purchase are strengthened for products with higher discounts, while this moderating effect is diverse for different posting times. These results provide nuanced insights to help ad managers make strategic decisions on ad posting times in the important context of social commerce.