The success of any User-Generated Content (UGC) website critically depends on the participation and effort of its content contributors. In this paper, we study the contributor motivation problem from a firm's perspective. Drawing on the behavioral economics literature, we develop a unified...

Large-scale social platforms have enabled marketers to obtain rich data on the structure of word-of-mouth (WOM) networks and the correlation of friends' preferences (network assortativity). We study how the similarity or difference of friends' reservation prices for a product should affect the...