Loading...

Media is loading
 

Paper Number

1238

Paper Type

Complete

Description

The booming of online platforms has attracted academia’s increasing interest in cross-platform spillover of product consumption. This study investigates how physicians’ content creation in Tik Tok influences patients’ demands, comments and satisfaction towards the physicians on online health communities (OHCs). Using the difference-in-differences approach, we uncover asymmetric influences of cross-platform spillovers for high- and low-awareness physicians in Tik Tok. Specifically, low-awareness physicians do not enjoy the benefits (i.e., the increased volume of orders and comments on OHC) from content creation in Tik Tok, but their ratings turn to decline due to attention distraction caused by cross-platform activities. Conversely, for high-awareness physicians, we find a positive cross-platform spillover effect for orders and comments on OHC without decreasing their ratings. Despite the existence of attention distraction from cross-platform services for high-awareness physicians, the negative impact on feedbacks is offset by higher ratings from their cross-platform consumers.

Comments

15-SocialMedia

Share

COinS
 
Dec 12th, 12:00 AM

The Janus Face of Cross-Platform Spillover: Who Reap the Benefits?

The booming of online platforms has attracted academia’s increasing interest in cross-platform spillover of product consumption. This study investigates how physicians’ content creation in Tik Tok influences patients’ demands, comments and satisfaction towards the physicians on online health communities (OHCs). Using the difference-in-differences approach, we uncover asymmetric influences of cross-platform spillovers for high- and low-awareness physicians in Tik Tok. Specifically, low-awareness physicians do not enjoy the benefits (i.e., the increased volume of orders and comments on OHC) from content creation in Tik Tok, but their ratings turn to decline due to attention distraction caused by cross-platform activities. Conversely, for high-awareness physicians, we find a positive cross-platform spillover effect for orders and comments on OHC without decreasing their ratings. Despite the existence of attention distraction from cross-platform services for high-awareness physicians, the negative impact on feedbacks is offset by higher ratings from their cross-platform consumers.

When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.