The Value of Platform Endorsement

The authors thank Nicolas Padilla, Prasad Vana, Ozlem Tetik, Selin Goksel, Mayur Choudhary, Stephan Seiler, Jiajia Zhan, and Lisha Yuan for their valuable comments. The authors also appreciate the feedback from seminar participants at Amazon; Georgia State University; HEC Paris; Hong Kong University; the Indian School of Business; Indiana University; John Hopkins University; Luohan Academy; Nanyang Technological University; NOVA School of Business and Economics; New York University; Simon Fraser University; Stanford Marketing Camp; Tilburg University; University of California, Davis; and University of California, Los Angeles as well as conference participants at the 2021 Marketing Science Conference, the 2021 EMAC Conference, the 2021 Trans-Atlantic Doctoral Consortium, and the 2022 DigiEcon Workshop. All errors are the authors’ own. All authors certify that they have no affiliations with or involvement in any organization or entity with any financial interest or nonfinancial interest in the subject matter or materials discussed in this manuscript. The firm that provided the data had the right to review and comment. However, it did not have the right to request changes. Further, it did not give any comments that would have resulted in changes in the paper. This paper is based on one of the essays that make up the dissertation of Mimansa Bairathi.