Content Contribution for Revenue Sharing and Reputation in Social Media: A Dynamic Structural Model

Authors:
Qian Tang;Bin Gu;Andrew Whinston
Affiliations:
Information, Risk, and Operation Management Department at the McCombs School of Business, University of Texas at Austin;W.P. Carey School of Business, Arizona State University;Hugh Roy Cullen Centennial Chair in Business Administration, University of Texas at Austin
Venue:
Journal of Management Information Systems
Year:
2012

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Abstract

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.