Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

12-2011

Abstract

A key feature of social media is that it allows individuals and businesses to contribute contents for public viewing. However, little is known about how content providers derive payoffs 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 providers and 381 randomly selected providers on YouTube from Jun 7th, 2010, to Aug 7th, 2011. The two different sets of providers allow us to explore the difference between top and ordinary providers. Our results demonstrate that both providers value incremental subscribers as much as incremental video views. We also find that top providers value accumulative subscribers more than accumulative video views, while ordinary providers value accumulative video views more.

Keywords

YouTube, social media, economic value, content providers

Discipline

Computer Sciences | Management Information Systems | Social Media

Research Areas

Information Systems and Management

Publication

ICIS 2011: International Conference on Information Systems, 4-7 December, Shanghai: Proceedings

First Page

799

Last Page

814

ISBN

9781618394729

Publisher

Curran Associates

City or Country

Red Hook, NY

Copyright Owner and License

Authors

Additional URL

http://aisel.aisnet.org/icis2011/proceedings/economicvalueIS/11/

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