Do social recommendations increase ad liveness? A study of online video viewers

Question

Do social recommendations increase ad liveness? A study of online video viewers compared viewers who arrived at an advertising video for a particular brand by following a social media recommendation link to viewers who arrived at the same video by web browsing. Data were collected on whether the viewer could correctly recall the brand being advertised after seeing the video. the results are shown below. What do these results tell you about social recommendations? I hose who arrived at the link from a recommendation had a correct recall or % as compared to those who arrived at the link from browsing who had a correct recall of % Since the difference in percentage is relatively one can conclude that social recommendations have impact on correct recall. (Round to two decimal places as needed.) Enter your answer in each of the answer boxes.

Explanation / Answer

P(Correct Recall | Recommendation) = 453 / (453 + 96) = 453 / 549 = 0.8251

P(Correct Recall | Browsing) = 187 / (187 + 120) = 187 / 307 = 0.6091

Hence,

Those who arrived at the link from a recommendation had a correct recall of 82.51% as compared to those who arrived at the link from browsing who had a correct recall of 60.91%. Since the difference in percentages is relatively large, one can conclude that social recommendations have an impact on correct recall.

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