Advertising, Social Media, and Choice: Evidence from Hospital Markets
Marketing Major (Kelley School of Business)
Business Economics & Public Policy Major (College of Arts & Sciences)
Victoria Perez (O'Neill School of Public & Environmental Affairs)
In the the current debate about healthcare spending, access, and quality, one of the most pressing questions is to understand how quality is measured and conveyed. This project focuses on hospital quality and signaling done via paid advertising and social media. Advertising may improve the healthcare quality if patients learn about the best hospitals for their needs. However, it could worsen quality if only low-quality hospitals advertise. Therefore, in this study, we will consider what kinds of hospitals advertise (radio, print, tv) and engage on social media, as well as the effects of those activities on patient care.
Technology or Computational Component
The project involves analyzing data with a statistical analytic software called STATA. We will show the mentee how the collected data will be formatted and analyzed using STATA.