Content Contribution for Revenue Sharing and Reputation: A Dynamic Structural Model
This study examines the incentives for content contribution in social media. We propose that exposure and reputation are the major incentives for contributors. Besides, as more and more social media Web sites offer advertising-revenue sharing with some of their contributors, shared revenue provides an extra incentive for contributors who have joined revenue-sharing programs. We develop a dynamic structural model to identify a contributor's underlying utility function from observed contribution behavior. We recognize the dynamic nature of the content-contribution decision-that contributors are forward-looking, anticipating how their decisions affect future rewards. Using data collected from YouTube, we show that content contribution is driven by a contributor's desire for exposure, revenue sharing, and reputation and that the contributor makes decisions dynamically.
content contribution, dynamic structural model, motivations to contribute, reputation, revenue sharing, social media, YouTube
Communication Technology and New Media | Computer Sciences | Technology and Innovation
Information Systems and Management
Journal of Management Information Systems
Taylor and Francis
TANG, Qian; Gu, Bin; and Whinston, Andrew B..
Content Contribution for Revenue Sharing and Reputation: A Dynamic Structural Model. (2012). Journal of Management Information Systems. 29, (2), 41-76. Research Collection School Of Information Systems.
Available at: http://ink.library.smu.edu.sg/sis_research/1839