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Evaluating Promotional Activities in an Online Two-Sided Market of User-Generated Content
Social Science Research Network
We develop a modeling approach to explain demand for an online platform of user-generated content, and measure the impact of marketing activities on decisions to visit the platform and on decisions to create and buy content. The model explains individual-level decisions as a function of consumer characteristics, marketing activities, and behavior of other online users, allowing for the possibility of interdependence of decisions and inuence of other agents. Empirically, we apply our model todoi:10.2139/ssrn.1538887 fatcat:xmdl3nkhhjh25h2adw2ueio6f4