Two Formulas for Success in Social Media: Social Learning and Network Effects
This paper examines social learning and network effects that are particularly important for online videos, considering the limited marketing campaigns of user-generated content. Rather than combining both social learning and network effects under the umbrella of social contagion or peer influence, w...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2013
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/sis_research/2195 https://ink.library.smu.edu.sg/context/sis_research/article/3195/viewcontent/wise20130_submission_13.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | This paper examines social learning and network effects that are particularly important for online videos, considering the limited marketing campaigns of user-generated content. Rather than combining both social learning and network effects under the umbrella of social contagion or peer influence, we develop a theoretical model and empirically identify social learning and network effects separately. Using a unique data set from YouTube, we find that both mechanisms have statistically and economically significant effects on video views, and which mechanism dominates depends on the specific video type. |
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