Inyoung Chae, David A. Schweidel, Theodoros Evgeniou, V. Padmanabhan
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引用次数: 0
Abstract
Publishers are increasingly turning to user-generated content (UGC) to supplement the content they produce. However, what is the relationship between the consumption of UGC and publisher-generated content (PGC)? Consumption of different types of UGC may have different effects, one creating a positive synergy with PGC consumption that nets more ad revenue, while another stymies PGC consumption and has adverse financial consequences. In this research, we empirically investigate content consumption in a hybrid content environment when publishers’ main revenue resource relies on traffic on PGC pages. Using data from a major online portal, we examine the spillover effect generated by different types of UGC, including how soon users are likely to return to the website and the type of content they are likely to consume. Although higher forum consumption promotes revisits and increased PGC consumption, blog and album consumption do not contribute positively to revisits and PGC consumption. We illustrate via simulations that one type of UGC may increase PGC consumption by 18% more than other types and that ignoring the UGC spillover effect can significantly affect the publisher’s monetization strategy. We quantify these spillover effects by UGC type and compare strategies for optimizing the mix of PGC and different types of UGC for monetization.
越来越多的出版商开始使用用户生成内容(UGC)来补充他们制作的内容。然而,UGC 消费与出版商生成内容(PGC)之间的关系是什么?不同类型的 UGC 消费可能会产生不同的效果,一种 UGC 消费会与 PGC 消费产生积极的协同作用,从而带来更多的广告收入,而另一种 UGC 消费则会阻碍 PGC 消费,产生不利的财务后果。在本研究中,我们对混合内容环境下的内容消费进行了实证调查,在这种环境下,出版商的主要收入来源依赖于 PGC 页面的流量。利用一家大型门户网站的数据,我们研究了不同类型的 UGC 所产生的溢出效应,包括用户可能多久会再次访问网站以及他们可能消费的内容类型。虽然较高的论坛消费会促进用户的再次访问并增加 PGC 消费,但博客和相册消费并不会对用户的再次访问和 PGC 消费产生积极影响。我们通过模拟说明,一种类型的 UGC 可能比其他类型的 UGC 多增加 18% 的 PGC 消费,而忽视 UGC 的溢出效应会严重影响出版商的货币化策略。我们按 UGC 类型量化了这些溢出效应,并比较了优化 PGC 和不同类型 UGC 货币化组合的策略。
期刊介绍:
The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.