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Content Contribution under Revenue Sharing and Reputation Concern in Social Media: A Dynamic Structural Model Approach

Country : Singapore
Department : Singapore Management University
Project Title : Content Contribution under Revenue Sharing and Reputation Concern in Social Media: A Dynamic Structural Model Approach
Researcher : GU, Bin , WHINSTON, Andrew B. , TANG, Qian
Keyword : Management Information Systems , Computer Sciences
Publisher : Institutional Knowledge at Singapore Management University
Year End : 2011
Identifier : https://ink.library.smu.edu.sg/sis_research/1848
Source : Research Collection School Of Computing and Information Systems
Abstract / Description :

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.

References

GU, Bin,WHINSTON, Andrew B. and TANG, Qian. (2011). Content Contribution under Revenue Sharing and Reputation Concern in Social Media: A Dynamic Structural Model Approach.  Singapore: Singapore Management University.
GU, Bin,WHINSTON, Andrew B. and TANG, Qian. 2011. "Content Contribution under Revenue Sharing and Reputation Concern in Social Media: A Dynamic Structural Model Approach".  Singapore: Singapore Management University.
GU, Bin,WHINSTON, Andrew B. and TANG, Qian. "Content Contribution under Revenue Sharing and Reputation Concern in Social Media: A Dynamic Structural Model Approach."  Singapore: Singapore Management University, 2011. Print.
GU, Bin,WHINSTON, Andrew B. and TANG, Qian. Content Contribution under Revenue Sharing and Reputation Concern in Social Media: A Dynamic Structural Model Approach. Singapore: Singapore Management University; 2011.

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