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The impact of Twitter on consumption: Evidence from museums

Author

Listed:
  • Nadia Campaniello

    (Department of Economics, Social Studies, Applied Mathematics and Statistics and Collegio Carlo Alberto, University of Torino, Torino, Italy;)

  • Ciarlantini Sara

    (Polytechnic University of Turin, Torino;)

  • Mollisi Vincenzo

    (Department of Economics, Social Studies, Applied Mathematics and Statistics, University of Torino, Torino, Italy;)

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.

Suggested Citation

  • Nadia Campaniello & Ciarlantini Sara & Mollisi Vincenzo, 2024. "The impact of Twitter on consumption: Evidence from museums," Working papers 089, Department of Economics, Social Studies, Applied Mathematics and Statistics (Dipartimento di Scienze Economico-Sociali e Matematico-Statistiche), University of Torino.
    • Handle: RePEc:tur:wpapnw:089
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    References listed on IDEAS

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    More about this item

    Keywords

    Demand; Media externality; Entertainment.;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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