Social Ties and User-Generated Content: Evidence from an Online Social Network

被引：141

作者：

Shriver, Scott K. ^{[1
]}

Nair, Harikesh S. ^{[2
]}

Hofstetter, Reto ^{[3
]}

机构：

[1] Columbia Univ, Columbia Business Sch, New York, NY 10027 USA

[2] Stanford Univ, Grad Sch Business, Stanford, CA 94305 USA

[3] Univ St Gallen, Ctr Customer Insight, CH-9000 St Gallen, Switzerland

来源：

MANAGEMENT SCIENCE | 2013年 / 59卷 / 06期

关键词：

marketing; user-generated content; social networks; monotone treatment response; monotone treatment selection; monotone instrumental variables; homophily; endogenous group formation; correlated unobservables; endogeneity; WORD-OF-MOUTH; IDENTIFICATION; DIFFUSION; INFERENCE; CONSUMERS; REVIEWS; IMPACT; MATTER;

D O I：

10.1287/mnsc.1110.1648

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

We exploit changes in wind speeds at surfing locations in Switzerland as a source of variation in users' propensity to post content about their surfing activity on an online social network. We exploit this variation to test whether users' online content-generation activity is codetermined with their social ties. Economically significant effects of this type can produce positive feedback that generates local network effects in content generation. When quantitatively significant, the increased content and tie density arising from the network effect induces more visitation and browsing on the site, which fuels growth by generating advertising revenue. We find evidence consistent with such network effects.

引用

页码：1425 / 1443

页数：19