Albuquerque, Paulo; Chatow, Udi; Chen, Kay-Yut; Jamal, … - 2019
We measure the value of promotional activities and referrals by content creators to an online platform of user …-generated content. To do so, we develop a modeling approach that explains individual-level choices of visiting the platform, creating …, and purchasing content as a function of consumer characteristics and marketing activities, allowing for the possibility of …