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  • 2022
  • Working Paper

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers
By: Magie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on an influencer’s reputation. We collect a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in...  View Details
Keywords: Influencer Marketing; Social Influencers; Brand; Sponsorship; Video Analytics; Marketing; Brands and Branding; Media; Reputation
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  • November 2021
  • Article

Ratings, Reviews, and the Marketing of New Products
By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new...  View Details
Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
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  • May–June 2021
  • Article

Capturing Value in Platform Business Models that Rely on User-Generated Content
By: Hemang Subramanian, Sabyasachi Mitra and Sam Ransbotham
Business models increasingly depend on inputs from outside traditional organizational boundaries. For example, platforms that generate revenue from advertising, subscription, or referral fees often rely on user-generated content (UGC). But there is considerable...  View Details
Keywords: Business Model; Network Effects; Mergers and Acquisitions; Valuation; Risk and Uncertainty
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  • Article

Crowdsourcing City Government: Using Tournaments to Improve Inspection Accuracy
By: Edward Glaeser, Andrew Hillis, Scott Duke Kominers and Michael Luca
The proliferation of big data makes it possible to better target city services like hygiene inspections, but city governments rarely have the in-house talent needed for developing prediction algorithms. Cities could hire consultants, but a cheaper alternative is to...  View Details
Keywords: User-generated Content; Operations; Tournaments; Policy-making; Machine Learning; Online Platforms; Analytics and Data Science; Mathematical Methods; City; Infrastructure; Business Processes; Government and Politics
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  • 2016
  • Chapter

User-Generated Content and Social Media
By: Michael Luca
This paper documents what economists have learned about user-generated content (UGC) and social media. A growing body of evidence suggests that UGC on platforms ranging from Yelp to Facebook has a large causal impact on economic and social outcomes ranging from...  View Details
Keywords: User-generated Content; Crowdsourcing; Design Economics; Internet and the Web; Marketing; Economics; Media; Social Media
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  • October 2013
  • Article

Ad Revenue and Content Commercialization: Evidence from Blogs
By: Monic Sun and Feng Zhu
Many scholars argue that when incentivized by ad revenue, content providers are more likely to tailor their content to attract "eyeballs," and as a result, popular content may be excessively supplied. We empirically test this prediction by taking advantage of the...  View Details
Keywords: Ad-sponsored Business Models; Media Content; Blog; Revenue Sharing; User-generated Content; Platform-based Markets; Blogs; Business Model; Digital Platforms; Commercialization; Digital Marketing
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  • December 2009 (Revised December 2012)
  • Case

Sony and the JK Wedding Dance
By: John Deighton and Leora Kornfeld
Executives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions of views per week on YouTube. Sony held the copyright to the song, and was entitled to issue a takedown notice to the...  View Details
Keywords: Music Entertainment; Copyright; Marketing Strategy; Consumer Behavior; Network Effects; Social and Collaborative Networks; Internet; Music Industry
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  • 2007
  • Working Paper

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers
By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into...  View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Internet and the Web
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