Do social recommendations increase ad effectiveness? 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? Correctly Recalled the Brand Arrival Method Yes No Recommendation Browsing 423 93 89 77 Those who arrived at the link from a recommendation had a correct recall of % as compared to those who arrived at the link from browsing who had a correct recall of %. Since the difference in percentage is relatively V one can conclude that social recommendations have V impact on correct recall. (Round to two decimal places as needed.)

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