Climb or Jump: Status-Based Seeding in User-Generated Content Networks

@article{Lanz2019ClimbOJ,
  title={Climb or Jump: Status-Based Seeding in User-Generated Content Networks},
  author={Andreas U. Lanz and J. Goldenberg and Daniel Shapira and F. Stahl},
  journal={Journal of Marketing Research},
  year={2019},
  volume={56},
  pages={361 - 378}
}
This article addresses seeding policies in user-generated content networks by challenging the role of influencers in a setting of unpaid endorsements. On such platforms, the content is generated by individuals and firms interested in self-promotion. The authors use data from a worldwide leading music platform to study unknown music creators who aim to increase exposure of their content by expanding their follower base through directing outbound activities to other users. The authors find that… Expand
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