EFFECTS OF INFORMATION ON DIGITAL PLATFORMS AND ONLINE ECOSYSTEMS

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Degree type
Doctor of Philosophy (PhD)
Graduate group
Marketing
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Marketing
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2024
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Zhao, Yu
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Abstract

How does the presence of information, or lack thereof, affect consumer behaviors and firm outcomes in the context of digital economy? My dissertation examines this broad question in three different empirical contexts. In the first chapter, I study how providing brand information influences the performance of job ads on an online job search platform, through a channel called "company page." Using data of job ads posted by over 17,000 companies within the US on a leading online job search platform, I document a 5--6% increase in job applications to a firm, after it starts to provide brand information to candidates. I estimate the effect of visiting the company page through modeling jobseeker application decisions. The model estimates suggest a 2-point increase in a jobseeker's application probability associated with a company page visit. Heterogeneity analysis shows that the increase is greater for smaller, perhaps lesser known firms. The second chapter investigates the effects of mandated salary disclosure in online job advertisements, focusing on the pay transparency regulation introduced in the states of Colorado, California and Washington. Using job ads and employee positions data from more than 180,000 firms, I estimate the effects of the wage transparency regulations on the posted salaries, employees wages, and the hiring outcomes. With a staggered difference-in-differences (DID) method, the results suggest that the posted salary in the job ads increases by about 4.8% after the policy, while salaries of the newly hired do not change. Heterogeneity analysis suggests that the increase in posted salaries mainly comes from markets with the most competition. In the third chapter, I examine the impact of the General Data Protection Regulation (GDPR) on the online information environment of consumers through the lens of consumer search. The findings show that consumer search effort for products and services increases. The directions of change are heterogeneous across domains and marketing communication channels: while the majority of domains see decline in traffic coming from direct firm communication such as emails, only the largest domains see an increase in traffic from organic search, consistent with the hypothesis of worsened reach to consumers.

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Yildirim, Pinar
Date of degree
2024
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