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How Do Peer Awards Motivate Creative Content? Experimental Evidence from Reddit

We theorize peer awards’ effects on the volume and novelty of creative user-generated content (UGC) produced at online platform communities. We then test our hypotheses via a randomized field experiment on Reddit, wherein we randomly and anonymously assigned Reddit’s Gold Award to 905 users’ posts over a two-month period. We find that peer awards induced recipients to make longer, more frequent posts and that these effects were particularly pronounced among newer community members. Further, we show that recipients were causally influenced to engage in greater (lesser) exploitation (exploration) behavior, producing content that exhibited significantly greater textual similarity to their own past (awarded) content. However, because the effects were most pronounced among new community members, who also produce content that, in general, is systematically more novel than that of established members to begin with, this process yields a desirable outcome: larger volumes of generally novel UGC for the community.

Ketersediaan

Informasi Detail

Judul Seri

MANAGEMENT SCIENCE; Vol.68 No.5 May 2022

No. Panggil

-

Penerbit

: .,

Deskripsi Fisik

p. 3488-3506

Bahasa

English

ISBN/ISSN

-

Klasifikasi

NONE

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

CREATIVITY
USER-GENERATED CONTENT
FIELD EXPERIMENT
PEER AWARDS
REDDIT
TEXT-MINING

Info Detail Spesifik

https://doi.org/10.1287/mnsc.2021.4040

Pernyataan Tanggungjawab

Gordon Burtch, Qinglai He, Yili Hong, Dokyun Lee

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