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

@article{Albuquerque2012EvaluatingPA,
  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},
  year={2012},
  volume={31},
  pages={406-432}
}
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
Highly Cited
This paper has 53 citations. REVIEW CITATIONS
Tweets
This paper has been referenced on Twitter 2 times. VIEW TWEETS

Citations

Publications citing this paper.
Showing 1-10 of 21 extracted citations

54 Citations

01020'12'14'16'18
Citations per Year
Semantic Scholar estimates that this publication has 54 citations based on the available data.

See our FAQ for additional information.

References

Publications referenced by this paper.
Showing 1-10 of 43 references

Dummy Endogenous Variables in a Simultaneous Equation

  • J. Heckman
  • System”, Econometrica,
  • 1978
Highly Influential
3 Excerpts

Computation of Multivariate Normal and t Probabilities

  • A. Genz, F. Bretz
  • Lecture Notes in Statistics,
  • 2009
1 Excerpt

Pricing Digital Content Product Lines: A Model and Application for the National Academies Press

  • P K.Kannan, B. Kline Pope, S. Jain
  • Marketing Science,
  • 2009