Coordinating Digital Content Generation

Abstract

Digital content generation has become vital for growing, diversifying, and evolving digital platforms. We note that digital content generation and its associated coordination challenges are underexplored perspectives in the digital platform literature. In this paper, we explore how members of an incumbent organization generate digital content on a shared Instagram account along with the marketing unit’s emerging coordination efforts. We contribute to the digital platform literature by directing attention to the resourcing needed for the coordination of distributed digital content generators, and by demonstrating the dynamic nature of coordination mechanisms for digital content generation.