Location
Grand Wailea, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
8-1-2019 12:00 AM
End Date
11-1-2019 12:00 AM
Description
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.
Commercialized Content on Social Media Platforms: Exploring the Drivers of the Viewership of Paid Q&A
Grand Wailea, Hawaii
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.
https://aisel.aisnet.org/hicss-52/dsm/social_media_management/5