Competing for Attention in Social Communication Markets

  title={Competing for Attention in Social Communication Markets},
  author={Ganesh Iyer and Zsolt Katona},
  journal={Cognition \& Culture: Culture},
We investigate the incentives for social communication in the new social media technologies. Three features of online social communication are represented in the model. First, new social media platforms allow for increased connectivity; i.e., they enable sending messages to many more receivers, for the same fixed cost, compared to traditional word of mouth. Second, users contribute content because they derive status- or image-based utility from being listened to by their peers. Third, we… 

Figures and Tables from this paper

Competition for Attention in Online Social Networks: Implications for Seeding Strategies
Two independent empirical validations using a total of 34 social media campaigns on two different large online social networks show that the proposed seeding strategy can substantially increase a campaign’s reach and that the effects are driven by competition for attention.
Network Size and Content Generation on Social Media Platforms
This work exploits the asymmetry of a user's peer groups (followers and followees, groups of people following and being followed by the user respectively) to disentangle these incentives, and devise empirical strategies to deal with the endogenous formation of one's networks.
For Whom to Tweet? Evidence from a Large-Scale Social Media Platform⇤
The asymmetry of a user’s peer groups (followers and followees, groups of people following and being followed by the user) is exploited to disentangle these incentives, and empirical strategies to deal with the endogenous network formation are devised.
Strategic Timing of Content in Online Social Networks
This work shows how to select posting times to maximize impressions and the potential gains of this strategic timing, and provides a simple equation that gives the impression probability for a piece of content as a function of its posting time.
Social Media, Content Moderation, and Technology
This paper develops a theoretical model to study the economic incentives for a social media platform to moderate user-generated content. We show that a self-interested platform can use content
Social Media as a Platform for Marketing: A Survey
Social media is primarily a tool for online interpersonal communication, but it could also be used for marketing (e.g., promoting products/brands through wordof-mouth on social media, providing
Measuring Competition for Attention in Social Media: NWSL Players on Twitter
It is suggested that the competitive pressure to capture user attention is responsible for about one out of three tweets posted by players, and this additional content benefits the social network, increasing by 7% the users' activity on the platform.
Social Sharing Design
This dissertation studies the effects of sharing mechanisms and content characteristics on social sharing processes. Social sharing describes any exchange of resources available in a social system
The Impact of Curation Algorithms on Social Network Content Quality and Structure
It is found that a few of the algorithms may reduce the horizontal distance of matched content, which may result in a filter bubble, and an algorithm is identified that focuses on filtering low quality items that results in higher quality of content as well as higher diversity under specific conditions.
The Impact of Sharing Mechanism Design on Content Sharing in Online Social Networks
The results show that two types of sharing mechanisms negatively affect content sharing in the domain of news sharing: those that allow greater information flow control over the sharing process and thus protect users’ social privacy and those that employ two-click designs to preserve users' institutional privacy.


Information Overload in a Network of Targeted Communication
The meaning of information overload is discussed, a theoretical treatment of its causes is provided, and mechanisms for allocating the attention of receivers are examined, which increase the cost of sending messages and shift the task of screening messages from the receivers to the senders.
Determining Influential Users in Internet Social Networks
The authors develop an approach to determine which users have significant effects on the activities of others using the longitudinal records of members' log-in activity using a nonstandard form of Bayesian shrinkage implemented in a Poisson regression.
Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?
We empirically study the motivations of users to contribute content to social media in the context of the popular microblogging site Twitter. We focus on noncommercial users who do not benefit
Differentiation with User-Generated Content
It is shown that user-generated content may strengthen or defeat firms' intended positioning i.e., firms attract consumers located opposite to their chosen positions and consumer surplus may be higher in the latter case, and multihoming by consumers is allowed.
Network Effects and Personal Influences: The Diffusion of an Online Social Network
This article discusses the diffusion process in an online social network given the individual connections between members. The authors model the adoption decision of individuals as a binary choice
Competition for Attention in the Information (Overload) Age
Limited consumer attention limits product market competition: prices are stochastically lower the more attention is paid. Ads compete to be the lowest price in a sector but compete for attention with
Opinion Leadership and Social Contagion in New Product Diffusion
There is evidence of contagion operating over network ties, even after controlling for marketing effort and arbitrary systemwide changes, and sociometric and self-reported measures of leadership are weakly correlated and associated with different kinds of adoption-related behaviors.
A Strategic Model of Social and Economic Networks
We study the stability and efficiency of social and economic networks, when self-interested individuals have the discretion to form or sever links. First, in the context of two stylized models, we
Social Interactions and Spillovers
Impact of social network structure on content propagation: A study using YouTube data
It is empirically demonstrate that the size and structure of an author’s local network is a significant driver of the popularity of videos seeded by her, even after controlling for observed and unobserved video characteristics, unobserved author characteristics, and endogenous network formation.