Social Influence on Digital Content Contribution and Consumption

ISBN-13: 9789819967360 / Angielski / Twarda / 2023

Xuejing Ma

Opis

This book examines users’ digital content contribution and consumption behavior from a social perspective. Digital content is everywhere—from search results on search engines to posts on social media. Incentivizing users to contribute abundant content and motivating users to engage in and pay for digital content are vital for online platforms, especially those relying on digital content generated by users. This book develops a theoretical framework to incorporate social influence, including social presence, social interaction, social comparison, social loafing, and social relationships, in users’ digital content contribution and consumption decisions. Further, using a large volume of data from online platforms, the author empirically studies the role of social interaction in digital content provision and monetization from the supply side. Also, regarding the digital content demand side, this book explores how to boost content consumption via social motives and social norms. The book enriches the understanding of social influence in digital content contribution and consumption and provides practical suggestions for digital platforms’ mechanism design.

Spis treści

Part I: Digital Content, PWYW Pricing, and Social Influence

Chapter 1 Introduction to Digital Content             

Chapter 2 Incentives for Digital Content Contribution      

Chapter 3 Motives for Digital Content Consumption         

Chapter 4 Digital Content Contribution and Consumption in Live Streaming           

Part II: Social Influence in Digital Content Contribution    

Chapter 5 Social Incentives and Digital Content Contribution        

Chapter 6 Dynamics of Digital Content Contribution, Monetary Incentive, and Social Interaction  

Part III: Social Influence in Digital Content Consumption 

Chapter 7 Social Interaction and Digital Content Consumption     

Chapter 8 Dynamics Of Digital Content Consumption and Social Norm     

Part IV: Discussion and Conclusion           

Chapter 9 Conclusion Summary

Chapter 10 Future Research Agenda       

O autorze

Xuejing Ma is Assistant Professor of Marketing at Asia Europe Business School, East China Normal University. She received her Ph.D. degree from Peking University and her B.A. and B.S. degrees from Renmin University of China. Her research interests include quantitative marketing, social media, and new technologies in marketing. Her research has been published in Journal of Interactive Marketing, Journal of Business Research, and Applied Economics Letters.