Content Contribution under Revenue Sharing and Reputation Concern in Social Media: A Dynamic Structural Model Approach
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.
Computer Sciences | Management Information Systems
Information Systems and Management
Workshop on Information Systems and Economics (WISE), 7-9 December 2011, Shanghai
City or Country
TANG, Qian; GU, Bin; and WHINSTON, Andrew B..
Content Contribution under Revenue Sharing and Reputation Concern in Social Media: A Dynamic Structural Model Approach. (2011). Workshop on Information Systems and Economics (WISE), 7-9 December 2011, Shanghai. Research Collection School Of Information Systems.
Available at: http://ink.library.smu.edu.sg/sis_research/1848