Content contribution under revenue sharing and reputation concern in social media: The case of YouTube

Qian Tang, Bin Gu, Andrew Whinston

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

2 Citations (Scopus)

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.

Original languageEnglish (US)
Title of host publicationInternational Conference on Information Systems 2011, ICIS 2011
Pages799-814
Number of pages16
Volume1
StatePublished - 2011
Externally publishedYes
Event32nd International Conference on Information System 2011, ICIS 2011 - Shanghai, China
Duration: Dec 4 2011Dec 7 2011

Other

Other32nd International Conference on Information System 2011, ICIS 2011
CountryChina
CityShanghai
Period12/4/1112/7/11

Fingerprint

Structural dynamics
Industry

Keywords

  • Dynamic model
  • Reputation
  • Revenue sharing
  • Social media
  • YouTube

ASJC Scopus subject areas

  • Information Systems

Cite this

Tang, Q., Gu, B., & Whinston, A. (2011). Content contribution under revenue sharing and reputation concern in social media: The case of YouTube. In International Conference on Information Systems 2011, ICIS 2011 (Vol. 1, pp. 799-814)

Content contribution under revenue sharing and reputation concern in social media : The case of YouTube. / Tang, Qian; Gu, Bin; Whinston, Andrew.

International Conference on Information Systems 2011, ICIS 2011. Vol. 1 2011. p. 799-814.

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

Tang, Q, Gu, B & Whinston, A 2011, Content contribution under revenue sharing and reputation concern in social media: The case of YouTube. in International Conference on Information Systems 2011, ICIS 2011. vol. 1, pp. 799-814, 32nd International Conference on Information System 2011, ICIS 2011, Shanghai, China, 12/4/11.
Tang Q, Gu B, Whinston A. Content contribution under revenue sharing and reputation concern in social media: The case of YouTube. In International Conference on Information Systems 2011, ICIS 2011. Vol. 1. 2011. p. 799-814
Tang, Qian ; Gu, Bin ; Whinston, Andrew. / Content contribution under revenue sharing and reputation concern in social media : The case of YouTube. International Conference on Information Systems 2011, ICIS 2011. Vol. 1 2011. pp. 799-814
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