Reputation Formation in Online Social Media
نویسندگان
چکیده
A key driver that motivates individuals to contribute to social media is to obtain reputation. This paper investigates the reputation and its formation in the context of YouTube, the largest online video site. Views of video lead to views of the provider’s channel, and then channel views lead to subscriptions, through which the provider build up her reputation on YouTube. Subscriptions in turn influence future video and channel views. We use a multi-stage dynamic process to study online reputation formation. Our hypotheses are supported using panel data from YouTube on 11,000 videos and channels. Individuals first develop an interest in a creator’s work. In the second stage, individuals become more interested in the creator and learn more about the author through online channels. In the third stage, interests in the creator manifest into subscriptions to the creator, which in turn influence video and channel viewership.
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