How Do Peer Awards Motivate Creative Content? Experimental Evidence from Reddit
| Autor: | Dokyun Lee, Yili Hong, Qinglai He, Gordon Burtch |
|---|---|
| Rok vydání: | 2022 |
| Předmět: |
Strategy and Management
media_common.quotation_subject 05 social sciences Novelty User-generated content Management Science and Operations Research Creativity World Wide Web Then test 0502 economics and business 050207 economics Psychology Content (Freudian dream analysis) 050203 business & management media_common |
| Zdroj: | Management Science. 68:3488-3506 |
| ISSN: | 1526-5501 0025-1909 |
| DOI: | 10.1287/mnsc.2021.4040 |
| Popis: | We theorize peer awards’ effects on the volume and novelty of creative user-generated content (UGC) produced at online platform communities. We then test our hypotheses via a randomized field experiment on Reddit, wherein we randomly and anonymously assigned Reddit’s Gold Award to 905 users’ posts over a two-month period. We find that peer awards induced recipients to make longer, more frequent posts and that these effects were particularly pronounced among newer community members. Further, we show that recipients were causally influenced to engage in greater (lesser) exploitation (exploration) behavior, producing content that exhibited significantly greater textual similarity to their own past (awarded) content. However, because the effects were most pronounced among new community members, who also produce content that, in general, is systematically more novel than that of established members to begin with, this process yields a desirable outcome: larger volumes of generally novel UGC for the community. This paper was accepted by Chris Forman, information systems. |
| Databáze: | OpenAIRE |
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