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Paper Number
1791
Paper Type
Completed
Description
In online video platforms, collaborative content creation gains popularity as vloggers exchange social capital to boost content’s appeal and personal visibility. However, existing research lacks rigorous verification of collaboration efficacy in this context. This study investigates the benefits of collaboration on vlogger influence within the online video domain. Utilizing a staggered difference-in-differences approach, we found that collaboration indeed generates positive impact on vloggers’ influence, as evidenced by the significant increases of their fan and like numbers among the audience. However, managing collaboration activities with suitable intensity is vital, as the marginal utility of collaborations diminishes with increased collaboration numbers. Furthermore, vloggers should avoid excessive non-core activities (e.g., uploading photo albums, audios, and articles) post-collaboration, as these peripheral activities negatively affect collaboration benefits in online video contexts. We believe that the findings of our study will provide helpful guidelines for designing more effective collaboration strategies on video sharing platforms.
Recommended Citation
Xi, Dinghao; LU, Ying; Qiao, Dandan; and Xu, Wei, "Unveiling the Secrets of Collaboration on Video-Sharing Platforms" (2023). ICIS 2023 Proceedings. 5.
https://aisel.aisnet.org/icis2023/socmedia_digcollab/socmedia_digcollab/5
Unveiling the Secrets of Collaboration on Video-Sharing Platforms
In online video platforms, collaborative content creation gains popularity as vloggers exchange social capital to boost content’s appeal and personal visibility. However, existing research lacks rigorous verification of collaboration efficacy in this context. This study investigates the benefits of collaboration on vlogger influence within the online video domain. Utilizing a staggered difference-in-differences approach, we found that collaboration indeed generates positive impact on vloggers’ influence, as evidenced by the significant increases of their fan and like numbers among the audience. However, managing collaboration activities with suitable intensity is vital, as the marginal utility of collaborations diminishes with increased collaboration numbers. Furthermore, vloggers should avoid excessive non-core activities (e.g., uploading photo albums, audios, and articles) post-collaboration, as these peripheral activities negatively affect collaboration benefits in online video contexts. We believe that the findings of our study will provide helpful guidelines for designing more effective collaboration strategies on video sharing platforms.
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Comments
15-SocialMedia