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

  title={Evaluating Promotional Activities in an Online Two-Sided Market of User-Generated Content},
  author={Paulo Albuquerque and Polykarpos Pavlidis and Udi Chatow and Kay-Yut Chen and Zainab Jamal},
  journal={Marketing Science},
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… CONTINUE READING
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