Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/59708

Commercialized Content on Social Media Platforms: Exploring the Drivers of the Viewership of Paid Q&A

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Title:Commercialized Content on Social Media Platforms: Exploring the Drivers of the Viewership of Paid Q&A
Authors:Yang, Xueping
Ye, Hua Jonathan
Keywords:Social Media Management in Big Data Era
Digital and Social Media
Commercialized Content, Paid Q&A, Social Media, Viewership
Date Issued:08 Jan 2019
Abstract:Paying to view others’ answers is an emerging business model happening on Weibo, a Chinese version of Twitter. Yet, little is known about what drives people to pay to view others’ answers. Based on signaling theory and related literature, we develop a model to predict the viewership of paid-for answers. Using unique panel data of 417 question-to-answers, we find that answer providers’ Weibo level, the number of comments that the paid-for answer receives, as well as the question price positively affect the viewership of the paid-for answer. Our findings contribute to the literature and enlighten content providers and platform organization on how to facilitate individual users to commercialize content for profits.
Pages/Duration:10 pages
URI/DOI:http://hdl.handle.net/10125/59708
ISBN:978-0-9981331-2-6
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Social Media Management in Big Data Era


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