Katherine Rother on the hidden costs of social media ads
Do social media ads carry hidden costs? Katherine Rother and co-authors explored this question in a new project on product returns in the e-commerce space. Their findings suggest that items bought through social media ads are returned more often, posing challenges for consumers (through stricter return policies), businesses (through higher reverse logistics costs), and the environment (through increased CO2 emissions and waste).
These latest insights were presented at the 6th Annual Conference of the Swiss Academy of Marketing Science (SAMS) in Lucerne, Switzerland.