Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

1-2012

Abstract

Social media allows individuals and businesses to contribute contents for public viewing. However, little is known about the underlying incentives that why content providers derive utilities from such activities. In this study, we build a dynamic structural model to recover the utility function for content providers. Our model distinguishes short-term payoffs based on ad revenue sharing from long-term payoffs driven by content providers' reputation. The model was estimated using a panel data of 914 top 1000 video providers on You Tube from Jun 7th, 2010, to Aug 7th, 2011 since top providers are more likely to be encouraged by these incentives. Our results show that video providers value incremental subscribers as much as incremental video views. We also find that top providers' reputation is influenced more by accumulative subscribers than by accumulative video views.

Discipline

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

Research Areas

Information Systems and Management

Publication

2012 Hawaii International Conference on System Sciences 45th HICSS: Maui, HI, January 4-7: Proceedings

First Page

4476

Last Page

4485

ISBN

9780769545257

Identifier

10.1109/HICSS.2012.181

Publisher

IEEE Computer Society

City or Country

Los Alamitos, CA

Copyright Owner and License

Publisher

Additional URL

https://doi.org/10.1109/HICSS.2012.181

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