Incentivizing Mass Creativity: An Empirical Study of the Online Publishing Market

The authors are grateful for the data and insights provided by the platform, which will remain anonymous. The authors thank our research assistant, Yifei Li, for valuable help with text analysis; the review team for insightful comments; and seminar participants at the University of Toronto, HKUST, Guelph University, University of Iowa, Tsinghua University, Zhejiang University, and the conference participants at the China-India Conference, Marketing Science Conference, and London Quantitative Marketing Conference for valuable comments.