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Measuring Ethnic Preferences in Bosnia and Herzegovina with Mobile Advertising

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  • Annerose Nisser
  • Nils B Weidmann

Abstract

We present a field experiment that uses geo-referenced smartphone advertisements to measure ethnic preferences at a highly disaggregated level. Different types of banners advertising a vote matching tool are randomly displayed to mobile Internet users in Bosnia and Herzegovina, while recording their spatial coordinates. Differences in the response (click) rate to different ethnic cues on these banners are used to measure temporal and spatial variation in ethnic preferences among the population of Bosnia and Herzegovina. Our study lays out the theoretical and practical underpinnings of this technology and discusses its potential for future applications, but also highlights limitations of this approach.

Suggested Citation

  • Annerose Nisser & Nils B Weidmann, 2016. "Measuring Ethnic Preferences in Bosnia and Herzegovina with Mobile Advertising," PLOS ONE, Public Library of Science, vol. 11(12), pages 1-11, December.
    • Handle: RePEc:plo:pone00:0167779
    DOI: 10.1371/journal.pone.0167779
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    References listed on IDEAS

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    1. Vigdor, Jacob L., 2002. "Interpreting ethnic fragmentation effects," Economics Letters, Elsevier, vol. 75(2), pages 271-276, April.
    2. Cederman, Lars-Erik & Girardin, Luc, 2007. "Beyond Fractionalization: Mapping Ethnicity onto Nationalist Insurgencies," American Political Science Review, Cambridge University Press, vol. 101(1), pages 173-185, February.
    3. Habyarimana, James & Humphreys, Macartan & Posner, Daniel N. & Weinstein, Jeremy M., 2007. "Why Does Ethnic Diversity Undermine Public Goods Provision?," American Political Science Review, Cambridge University Press, vol. 101(4), pages 709-725, November.
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