在数字平台上争夺注意力:新闻机构的案例

IF 6.5 1区 管理学 Q1 BUSINESS
Tim Meyer, Anna Kerkhof, Carmelo Cennamo, Tobias Kretschmer
{"title":"在数字平台上争夺注意力:新闻机构的案例","authors":"Tim Meyer, Anna Kerkhof, Carmelo Cennamo, Tobias Kretschmer","doi":"10.1002/smj.3600","DOIUrl":null,"url":null,"abstract":"Research SummaryPlatforms are often assumed to benefit firms, especially smaller ones, by facilitating access to a broader consumer base and increasing visibility. However, this logic relies on platforms” ability to match consumer preferences to complement characteristics. In addition to this matching mechanism, we posit that platforms also broker consumer attention towards complements, which then compete for this attention. We propose that this attention mechanism is particularly prominent in settings where complement characteristics cannot be observed ex‐ante, and argue that complementors' with larger scale and broader scope are better positioned to capture attention than smaller and less broad ones. We formalize and test this intuition in the context of news aggregators, highlighting the significance of complementors' ability to draw attention in evaluating their benefits from platform participation.Managerial SummarySmall firms are often assumed to benefit most from joining a platform to expand their market reach and visibility. However, this will only be the case if the main function of platforms is to match consumer preferences to product characteristics. We argue that platforms also direct attention towards some products at the expense of others on the platform. This “attention mechanism” is particularly important whenever product characteristics cannot be observed prior to consumption, and we propose that in such settings, larger scale and broader scope of products drive attention towards specific firms on the platform. We test these predictions in the context of online news aggregators, which feature news content by newspapers of different sizes and with different range of articles. We find that indeed large and generalist newspapers benefit most from being on a news aggregators, while small and focused newspapers perform better when they are not featured on the news aggregator at all.","PeriodicalId":22023,"journal":{"name":"Strategic Management Journal","volume":null,"pages":null},"PeriodicalIF":6.5000,"publicationDate":"2024-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Competing for attention on digital platforms: The case of news outlets\",\"authors\":\"Tim Meyer, Anna Kerkhof, Carmelo Cennamo, Tobias Kretschmer\",\"doi\":\"10.1002/smj.3600\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Research SummaryPlatforms are often assumed to benefit firms, especially smaller ones, by facilitating access to a broader consumer base and increasing visibility. However, this logic relies on platforms” ability to match consumer preferences to complement characteristics. In addition to this matching mechanism, we posit that platforms also broker consumer attention towards complements, which then compete for this attention. We propose that this attention mechanism is particularly prominent in settings where complement characteristics cannot be observed ex‐ante, and argue that complementors' with larger scale and broader scope are better positioned to capture attention than smaller and less broad ones. We formalize and test this intuition in the context of news aggregators, highlighting the significance of complementors' ability to draw attention in evaluating their benefits from platform participation.Managerial SummarySmall firms are often assumed to benefit most from joining a platform to expand their market reach and visibility. However, this will only be the case if the main function of platforms is to match consumer preferences to product characteristics. We argue that platforms also direct attention towards some products at the expense of others on the platform. This “attention mechanism” is particularly important whenever product characteristics cannot be observed prior to consumption, and we propose that in such settings, larger scale and broader scope of products drive attention towards specific firms on the platform. We test these predictions in the context of online news aggregators, which feature news content by newspapers of different sizes and with different range of articles. We find that indeed large and generalist newspapers benefit most from being on a news aggregators, while small and focused newspapers perform better when they are not featured on the news aggregator at all.\",\"PeriodicalId\":22023,\"journal\":{\"name\":\"Strategic Management Journal\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":6.5000,\"publicationDate\":\"2024-04-05\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Strategic Management Journal\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1002/smj.3600\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Strategic Management Journal","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1002/smj.3600","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

研究摘要平台通常被认为有利于企业,尤其是小型企业,因为它有助于企业接触更广泛的消费者群体并提高知名度。然而,这种逻辑依赖于平台将消费者偏好与互补特征相匹配的能力。除了这种匹配机制外,我们还认为平台还能将消费者的注意力引导到互补品上,而互补品则会争夺消费者的注意力。我们认为,在无法事先观察到互补者特征的情况下,这种关注机制尤为突出,并认为与规模较小、范围较小的互补者相比,规模较大、范围较广的互补者更能抓住消费者的注意力。我们在新闻聚合器的背景下正式提出并检验了这一直觉,强调了补充者吸引注意力的能力在评估其从平台参与中获益的重要性。然而,只有当平台的主要功能是将消费者偏好与产品特性相匹配时,情况才会如此。我们认为,平台也会引导人们关注某些产品,而忽略平台上的其他产品。这种 "关注机制 "在消费前无法观察到产品特征的情况下尤为重要,我们认为在这种情况下,规模更大、范围更广的产品会促使人们关注平台上的特定企业。我们以在线新闻聚合平台为背景,对上述预测进行了检验,这些平台提供不同规模和不同文章范围的报纸的新闻内容。我们发现,大型和综合类报纸确实从新闻聚合平台上获益最多,而小型和重点类报纸如果没有出现在新闻聚合平台上,则表现更好。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Competing for attention on digital platforms: The case of news outlets
Research SummaryPlatforms are often assumed to benefit firms, especially smaller ones, by facilitating access to a broader consumer base and increasing visibility. However, this logic relies on platforms” ability to match consumer preferences to complement characteristics. In addition to this matching mechanism, we posit that platforms also broker consumer attention towards complements, which then compete for this attention. We propose that this attention mechanism is particularly prominent in settings where complement characteristics cannot be observed ex‐ante, and argue that complementors' with larger scale and broader scope are better positioned to capture attention than smaller and less broad ones. We formalize and test this intuition in the context of news aggregators, highlighting the significance of complementors' ability to draw attention in evaluating their benefits from platform participation.Managerial SummarySmall firms are often assumed to benefit most from joining a platform to expand their market reach and visibility. However, this will only be the case if the main function of platforms is to match consumer preferences to product characteristics. We argue that platforms also direct attention towards some products at the expense of others on the platform. This “attention mechanism” is particularly important whenever product characteristics cannot be observed prior to consumption, and we propose that in such settings, larger scale and broader scope of products drive attention towards specific firms on the platform. We test these predictions in the context of online news aggregators, which feature news content by newspapers of different sizes and with different range of articles. We find that indeed large and generalist newspapers benefit most from being on a news aggregators, while small and focused newspapers perform better when they are not featured on the news aggregator at all.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
13.70
自引率
8.40%
发文量
109
期刊介绍: At the Strategic Management Journal, we are committed to publishing top-tier research that addresses key questions in the field of strategic management and captivates scholars in this area. Our publication welcomes manuscripts covering a wide range of topics, perspectives, and research methodologies. As a result, our editorial decisions truly embrace the diversity inherent in the field.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信