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

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Paulo Albuquerque; Polykarpos Pavlidis; Udi Chatow; Kay-Yut Chen; Zainab Jamal;
(2012)
  • Journal: Marketing Science,volume 31,issue 3 5,pages406-432
  • Related identifiers: doi: 10.1287/mksc.1110.0685
  • Subject: demand modeling, user-generated content, online marketing, two-sided markets

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 a... View more
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