Title

Social Learning and Network Effects in Social Media: Evidence from YouTube

Publication Type

Working Paper

Publication Date

2013

Abstract

This paper examines social learning and network effects that are particularly important for online videos, considering the limited marketing campaigns of user-generated content. Rather than combining both social learning and network effects under the umbrella of social contagion or peer influence, we develop a theoretical model and empirically identify social learning and network effects separately. Using a unique data set from YouTube, we find that both mechanisms have statistically and economically significant effects on video views, and which mechanism dominates depends on the specific video type.

Keywords

Social Learning, Network Effects, User-Generated Content, Social Contagion

Discipline

Communication Technology and New Media | Computer Sciences

Research Areas

Information Systems and Management

Additional URL

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2177077

This document is currently not available here.

Share

COinS