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Paper Type
ERF
Abstract
Creators on User-Generated Content (UGC) platforms are critical in ensuring the long-term vitality of the platforms. While intrinsic and extrinsic factors have been widely used to motivate UGC contributions, little is known about how these factors lead to a change in creators’ strategies. Drawing on the Self-Determination Theory (SDT) and the process model of power and status production, this study examines how user engagement and exposure influence creators’ strategic shift between specialization and diversification. Using a unique panel dataset collected from a short video platform, we will apply regression-based analyses and difference-in-difference techniques to test the hypotheses. By exploring the antecedents of creators’ strategies, this study can offer recommendations for UGC platforms’ design and management.
Paper Number
1590
Recommended Citation
Ye, Ziwei; Chen, Kedong; and Cao, Lan, "Specialization or Diversification? User-Generated Content (UGC) Creators' Strategies and the Antecedents" (2024). AMCIS 2024 Proceedings. 4.
https://aisel.aisnet.org/amcis2024/social_comp/social_comput/4
Specialization or Diversification? User-Generated Content (UGC) Creators' Strategies and the Antecedents
Creators on User-Generated Content (UGC) platforms are critical in ensuring the long-term vitality of the platforms. While intrinsic and extrinsic factors have been widely used to motivate UGC contributions, little is known about how these factors lead to a change in creators’ strategies. Drawing on the Self-Determination Theory (SDT) and the process model of power and status production, this study examines how user engagement and exposure influence creators’ strategic shift between specialization and diversification. Using a unique panel dataset collected from a short video platform, we will apply regression-based analyses and difference-in-difference techniques to test the hypotheses. By exploring the antecedents of creators’ strategies, this study can offer recommendations for UGC platforms’ design and management.
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