Content contribution in social media: The case of YouTube

Qian Tang, Bin Gu, Andrew Whinston

Research output: Chapter in Book/Report/Conference proceedingConference contribution

8 Scopus citations

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 YouTube 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.

Original languageEnglish (US)
Title of host publicationProceedings of the 45th Annual Hawaii International Conference on System Sciences, HICSS-45
PublisherIEEE Computer Society
Pages4476-4485
Number of pages10
ISBN (Print)9780769545257
DOIs
StatePublished - 2012
Event2012 45th Hawaii International Conference on System Sciences, HICSS 2012 - Maui, HI, United States
Duration: Jan 4 2012Jan 7 2012

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Other

Other2012 45th Hawaii International Conference on System Sciences, HICSS 2012
CountryUnited States
CityMaui, HI
Period1/4/121/7/12

ASJC Scopus subject areas

  • Engineering(all)

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    Tang, Q., Gu, B., & Whinston, A. (2012). Content contribution in social media: The case of YouTube. In Proceedings of the 45th Annual Hawaii International Conference on System Sciences, HICSS-45 (pp. 4476-4485). [6149437] (Proceedings of the Annual Hawaii International Conference on System Sciences). IEEE Computer Society. https://doi.org/10.1109/HICSS.2012.181