TY - GEN
T1 - Content contribution in social media
T2 - 2012 45th Hawaii International Conference on System Sciences, HICSS 2012
AU - Tang, Qian
AU - Gu, Bin
AU - Whinston, Andrew
PY - 2012
Y1 - 2012
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84857946405&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84857946405&partnerID=8YFLogxK
U2 - 10.1109/HICSS.2012.181
DO - 10.1109/HICSS.2012.181
M3 - Conference contribution
AN - SCOPUS:84857946405
SN - 9780769545257
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
SP - 4476
EP - 4485
BT - Proceedings of the 45th Annual Hawaii International Conference on System Sciences, HICSS-45
PB - IEEE Computer Society
Y2 - 4 January 2012 through 7 January 2012
ER -