Title

Content Contribution for Revenue Sharing and Reputation: A Dynamic Structural Model

Publication Type

Journal Article

Publication Date

2012

Abstract

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.

Keywords

content contribution, dynamic structural model, motivations to contribute, reputation, revenue sharing, social media, YouTube

Discipline

Communication Technology and New Media | Computer Sciences | Technology and Innovation

Research Areas

Information Systems and Management

Publication

Journal of Management Information Systems

Volume

29

Issue

2

First Page

41

Last Page

76

ISSN

0742-1222

Identifier

10.2753/MIS0742-1222290203

Publisher

Taylor and Francis

Additional URL

http://dx.doi.org/10.2753/MIS0742-1222290203