How Do Content Producers Respond to Engagement on Social Media Platforms?
References
- (2016) Managing user-generated content: A dynamic rational expectations equilibrium approach. Marketing Sci. 35(2):284–303.Link, Google Scholar
- (1995) Two-stage least squares estimation of average causal effects in models with variable treatment intensity. J. Amer. Statist. Assoc. 90(430):431–442.Crossref, Google Scholar
- (1996) Identification of causal effects using instrumental variables. J. Amer. Statist. Assoc. 91(434):444.Crossref, Google Scholar
- (2017) Beyond the target customer: Social effects of customer relationship management campaigns. J. Marketing Res. 54(3):347–363.Crossref, Google Scholar
- (2016) Recursive partitioning for heterogeneous causal effects. Proc. Natl. Acad. Sci. USA 113(27):7353–7360.Crossref, Google Scholar
- (2019) Generalized random forests. Ann. Statist. 47(2):1148–1178.Crossref, Google Scholar
- (1998) Encouragement designs: An approach to self-selected samples in an experimental design. Marketing Lett. 9(4):383–391.Crossref, Google Scholar
- (2022) How do peer awards motivate creative content? Experimental evidence from reddit. Management Sci. 68(5):3488–3506.Link, Google Scholar
- (2018) Double/debiased machine learning for treatment and structural parameters. Econom. J. 21(1):C1–C68.Crossref, Google Scholar
- (2022) Twitter is now showing everyone how many views your tweets get. Accessed August 15, 2025, https://www.theverge.com/2022/12/21/23522064/twitter-view-count-roll-out-personal-info.Google Scholar
- (2003) Causal inference using influence diagrams: The problem of partial compliance. Green PJ, Hjort NL, Richardson S, eds. Highly Structured Stochastic Systems, Oxford Statistical Science Series (Oxford Academic, Oxford, UK), 45–65.Crossref, Google Scholar
- (2011) Doubly robust policy evaluation and learning. Getoor L, Scheffer T, eds. Proc. 28th Internat. Conf. Machine Learn. (Omnipress, Madison, WI), 1097–1104.Google Scholar
- (2016) Estimating peer effects in networks with peer encouragement designs. Proc. Natl. Acad. Sci, USA 113(27):7316–7322.Crossref, Google Scholar
- III (2023) Estimating marketing component effects: Double machine learning from targeted digital promotions. Marketing Sci. 42(4):704–728.Link, Google Scholar
- (2019) Practical Recommender Systems (Manning, Shelter Island, NY).Google Scholar
- (2021) Deep neural networks for estimation and inference. Econometrica 89(1):181–213.Crossref, Google Scholar
- (2020) Recognition incentives for internal crowdsourcing: A field experiment at NASA. Working Paper No. 20-059, Harvard Business School, Boston.Google Scholar
- (2004) Using online conversations to study word-of-mouth communication. Marketing Sci. 23(4):545–560.Link, Google Scholar
- (2023) Quantity vs variety in online content production: Evidence from a knowledge sharing platforms. Johns Hopkins Carey Business School working paper 22-12, Baltimore.Google Scholar
- (2020) A counterfactual framework for seller-side a/b testing on marketplaces. Huang J, Chang Y, Cheng X, eds. Proc. 43rd Internat. ACM SIGIR Conf. Res. Development Inform. Retrieval (Association for Computing Machinery, New York), 2288–2296.Google Scholar
- (2020) Effects of attention and recognition on engagement, content creation and sharing: Experimental evidence from an image sharing social network. Working paper, Stanford University, Stanford, CA.Google Scholar
- (2025) Novelty in content creation: Experimental results using deep learning–based image recognition on a large social network. Marketing Sci., ePub ahead of print November 19, https://doi.org/10.1287/mksc.2023.0547.Google Scholar
- (2022) Algorithmic amplification of politics on twitter. Proc. Natl. Acad. Sci. USA 119(1):e2025334119.Crossref, Google Scholar
- (2017) Lightgbm: A highly efficient gradient boosting decision tree. von Luxburg U, Guyon I, Bengio S, Wallach H, Fergus R, eds. Adv. Neural Inform. Processing Systems, vol. 30 (Curran Associates Inc., Red Hook, NY), 3149–3157.Google Scholar
- (2023) Digital 2023: Global overview report. https://datareportal.com/reports/digital-2023-global-overview-report.Google Scholar
- (2021) Content-based model of web search behavior: An application to tv show search. Management Sci. 67(10):6378–6398.Google Scholar
- (2023) Immediate and enduring effects of digital badges on online content consumption and generation. Internat. J. Res. Marketing 40(1):146–163.Crossref, Google Scholar
- (2013) Social news and civic engagement. PhD dissertation, Stanford University, Stanford, CA.Google Scholar
- (2023) AI and personalization. Sudhir K, Toubia O, eds. Artificial Intelligence in Marketing (Emerald, Oxford, UK), 77–102.Google Scholar
- (2014) No praise without effort: Experimental evidence on how rewards affect Wikipedia’s contributor community. Inform. Comm. Soc. 17(4):451–462.Crossref, Google Scholar
- (2013) Social ties and user-generated content: Evidence from an online social network. Management Sci. 59(6):1425–1443.Link, Google Scholar
- (2020) Targeting prospective customers: Robustness of machine-learning methods to typical data challenges. Management Sci. 66(6):2495–2522.Link, Google Scholar
- (2019) Machine learning estimation of heterogeneous treatment effects with instruments. Wallach HM, Larochelle H, Beygelzimer A, d'Alché-Buc F, Fox EB, eds. Adv. Neural Inform. Processing Systems, vol. 32 (Curran Associates Inc., Red Hook, NY), 15193–15202.Google Scholar
- (2013) Intrinsic vs. image-related utility in social media: Why do people contribute content to twitter? Marketing Sci. 32(3):368–392.Link, Google Scholar
- Twitter (2023) Twitter’s recommendation algorithm. https://blog.twitter.com/engineering/en_us/topics/open-source/2023/twitter-recommendation-algorithm.Google Scholar
- (2012) Impact of social network structure on content propagation: A study using YouTube data. Quant. Marketing Econom. 10:111–150.Crossref, Google Scholar
- (2020) Search personalization using machine learning. Management Sci. 66(3):1045–1070.Link, Google Scholar
- (2023) Design and evaluation of optimal free trials. Management Sci. 69(6):3220–3240.Link, Google Scholar
- YouTube (2023) YouTube Partner Program overview. Accessed on March 9, 2023, https://support.google.com/youtube/answer/72857.Google Scholar
- (2023) The impact of social nudges on user-generated content for social network platforms. Management Sci. 69(9):5189–5208.Link, Google Scholar

