Managing User Generated Content
نویسندگان
چکیده
This paper considers the creation and consumption of content on user generated content (UGC) platforms, e.g., reviews, articles, chat, videos, etc. On these platforms, users’ expectations regarding the participation of others on the site become germane to their own involvement levels. Accordingly, we develop a dynamic rational expectations equilibrium model of joint consumption and generation of information. We estimate the model on a novel data set from a large Internet forum site and offer recommendations regarding site sponsored content (SSC) strategies. We find sponsoring content can be effective at creating a self-sustaining network, but once the network tips, sponsored content does little to increase usage.
منابع مشابه
Managing User-Generated Content: A Dynamic Rational Expectations Equilibrium Approach
This paper considers the creation and consumption of content on user generated content platforms, e.g., reviews, articles, chat, videos, etc. On these platforms, users’ expectations regarding the amount and timing of participation by others becomes germane to their own involvement levels. Accordingly, we develop a dynamic rational expectations equilibrium model of joint consumption and generati...
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