The impact of Twitter on consumption: Evidence from museums

Nadia Campaniello (), Sara Ciarlantini () and Vincenzo Mollisi ()
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Nadia Campaniello: Department of Economics, Social Studies, Applied Mathematics and Statistics and Collegio Carlo Alberto, University of Torino, Torino, Italy;
Sara Ciarlantini: Polytechnic University of Turin, Torino;
Vincenzo Mollisi: Department of Economics, Social Studies, Applied Mathematics and Statistics, University of Torino, Torino, Italy;

No 89, Working papers from Department of Economics, Social Studies, Applied Mathematics and Statistics (Dipartimento di Scienze Economico-Sociali e Matematico-Statistiche), University of Torino

Abstract: We show evidence of the causal impact of Twitter on consumption, that is one of the most important economic decisions. In particular, we focus on cultural consumption analyzing data on eight museums of the metropolitan area of Torino (the fourth largest city in Italy), that altogether account for 64% of the total museums' visits in the area. Using an IV strategy that randomly pairs tweeters who generate the highest engagement to a museum, we document that a doubling of the activity on Twitter leads to an increase in visits between 15% and 27%. We do not find evidence of a displacement effect. Indeed, activity on Twitter increases the total number of museums' visitors in the metropolitan area of Torino.

Keywords: Demand; Media externality; Entertainment. (search for similar items in EconPapers)
JEL-codes: D12 L82 Z11 (search for similar items in EconPapers)
Pages: 33 pages
Date: 2024-02
New Economics Papers: this item is included in nep-cul
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