IDEAS home Printed from https://ideas.repec.org/a/inm/ormnsc/v72y2026i6p5381-5387.html

Retargeting Social Media Outreach for SNAP Take-Up

Author

Listed:
  • Parker Rogers

    (Kelley School of Business, Indiana University, Bloomington, Indiana 47405)

Abstract

In a California field experiment, I investigated the impact of a Facebook outreach campaign aimed at increasing enrollment in the Supplemental Nutrition Assistance Program (SNAP). The campaign used a promising marketing strategy known as “retargeting,” where ads were delivered to a randomly selected subset of over 16,000 eligible nonparticipants who had nearly completed the SNAP application process, while a control group remained unaffected. Despite leveraging ad content developed in collaboration with nonprofit and government partners, the campaign did not produce statistically or economically significant increases in enrollment, even when considering the extreme values of estimated confidence intervals.

Suggested Citation

  • Parker Rogers, 2026. "Retargeting Social Media Outreach for SNAP Take-Up," Management Science, INFORMS, vol. 72(6), pages 5381-5387, June.
    • Handle: RePEc:inm:ormnsc:v:72:y:2026:i:6:p:5381-5387
    DOI: 10.1287/mnsc.2024.06312
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mnsc.2024.06312
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mnsc.2024.06312?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:72:y:2026:i:6:p:5381-5387. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.