Albuquerque, Paulo; Pavlidis, Polykarpos; Chatow, Udi; … - In: Marketing Science 31 (2012) 3, pp. 406-432
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...