Evaluating online marketing content from small businesses

Last registered on January 06, 2026
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Pre-Trial

Trial Information

General Information

Title
Evaluating online marketing content from small businesses
RCT ID
AEARCTR-0017485
Initial registration date
December 17, 2025

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
January 06, 2026, 6:43 AM EST

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

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Primary Investigator

Name
Tong Wang
Affiliation
London Business School
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Other Primary Investigator(s)

PI Name
Chaoran Liu
PI Affiliation
Peking University HSBC Business School, UK Campus
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PI Name
S. Alex Yang
PI Affiliation
London Business School
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Additional Trial Information

Status
In development
Start date
2025-12-17
End date
2028-12-31
Keywords
Other
Additional Keywords
Marketing
JEL code(s)
Secondary IDs
Prior work
This trial does not extend or rely on any prior RCTs.
Abstract
This study investigates the effectiveness of social media posts from small businesses.
External Link(s)

Registration Citation

Citation
Liu, Chaoran, Tong Wang and S. Alex Yang. 2026. "Evaluating online marketing content from small businesses." AEA RCT Registry. January 06. https://doi.org/10.1257/rct.17485-1.0
Sponsors & Partners
Experimental Details

Interventions

Intervention(s)
Intervention Start Date
2025-12-17
Intervention End Date
2028-12-31

Primary Outcomes

Primary Outcomes (end points)
Marketing effectiveness of social posts by small businesses.
Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
Described in the pre-analysis plan.
Experimental Design Details
Not available
Randomization Method
Randomization of the survey will be done via the randomizing function in Qualtrics.
Randomization Unit
Individual
Was the treatment clustered?
No

Experiment Characteristics

Sample size: planned number of clusters
600 participants
Sample size: planned number of observations
600 participants
Sample size (or number of clusters) by treatment arms
There are 300 participants in the control group and 300 participants in the treatment group. Details regarding random assignments are in the pre-analysis plan.
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
Supporting Documents and Materials
IRB

Institutional Review Boards (IRBs)

IRB Name
London Business School
IRB Approval Date
2025-07-04
IRB Approval Number
REC1040
Analysis Plan

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