社交媒体(超级)明星的经济学:对YouTube上的明星和成功的实证调查

IF 0.4 4区经济学 Q4 COMMUNICATION

JOURNAL OF MEDIA ECONOMICS Pub Date : 2018-10-02 DOI:10.1080/08997764.2020.1849228

Oliver Budzinski, Sophia Gaenssle

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引用次数: 12

摘要

摘要随着社交媒体市场的兴起，出现了一种新型的超级明星：社交媒体超级明星。关于超级明星现象的经济学文献为不同类型的明星提供了经验证据，尤其是运动员和音乐家。本文介绍了第一个关于短信的实证工作，原始数据来自YouTube。使用各种计量经济学技术，我们分析了四个不同视频类别中200名YouTube明星的独特样本，以揭示这一新现象。除了将Rosen、MacDonald和Adler的经典经济概念应用于超级明星之外，我们还致力于将文献扩展到注意力经济学和观众构建（观众吸引和维护）的概念。在我们的实证分析中，我们发现有证据支持上传频率对短信成功率的反U型影响。此外，我们发现市场上的持续时间和体验对社交媒体的成功有显著影响。最终，我们得出了对超级明星理论、短信管理、服务提供商和广告商的启示。

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The economics of social media (super-)stars: an empirical investigation of stardom and success on YouTube

ABSTRACT A new type of superstars developed with the rise of social media markets: social media superstars (SMS). The economic literature on the superstar phenomenon provides empirical evidence on different types of stars, above all athletes and musicians. This paper presents the first empirical work on SMS with original data from YouTube. Using various econometric techniques, we analyze a unique sample of 200 YouTube stars out of four different video categories to shed light on this new phenomenon. Beyond applying classic economic concepts on superstars by Rosen, MacDonald, and Adler, we contribute to extending the literature toward attention economics and the concepts of audience building (audience attraction and maintenance). In our empirical analysis, we find evidence supporting an inverse U-shape influence of upload frequency on the success of SMS. Moreover, we find empirical evidence that the duration and experience in the market have a significant influence on social media success. Eventually, we derive implications for superstar theory, SMS management, service providers, and advertisers.

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来源期刊

JOURNAL OF MEDIA ECONOMICS Multiple-

CiteScore

0.40

自引率

0.00%

发文量

期刊介绍： The Journal of Media Economics publishes original research on the economics and policy of mediated communication, focusing on firms, markets, and institutions. Reflecting the increasing diversity of analytical approaches employed in economics and recognizing that policies promoting social and political objectives may have significant economic impacts on media, the Journal encourages submissions reflecting the insights of diverse disciplinary perspectives and research methodologies, both empirical and theoretical.