publication . Other literature type . Article . 2012

Evaluating Promotional Activities in an Online Two-Sided Market of User-Generated Content

Paulo Albuquerque; Polykarpos Pavlidis; Udi Chatow; Kay-Yut Chen; Zainab Jamal; Kok-Wei Koh; Andrew Fitzhugh;
  • Published: 01 May 2012
  • Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
Abstract
We measure the value of promotional activities and referrals by content creators to an online platform of user-generated content. To do so, we develop a modeling approach that explains individual-level choices of visiting the platform, creating, and purchasing content as a function of consumer characteristics and marketing activities, allowing for the possibility of interdependence of decisions within and across users. Empirically, we apply our model to Hewlett-Packard's (HP) print-on-demand service of user-created magazines, named MagCloud. We use two distinct data sets to show the applicability of our approach: an aggregate-level data set from Google Analytics...
Subjects
free text keywords: demand modeling, user-generated content, online marketing, two-sided markets, Marketing, Business and International Management, Online advertising, business.industry, business, Advertising, Economics, Content creator, User-generated content, Demand modeling, Analytics, Purchasing, Two-sided market
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