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Network Characteristics and the Value of Collaborative User-Generated Content

Author

Listed:
  • Sam Ransbotham

    (Carroll School of Management, Boston College, Chestnut Hill, Massachusetts 02467)

  • Gerald C. Kane

    (Carroll School of Management, Boston College, Chestnut Hill, Massachusetts 02467)

  • Nicholas H. Lurie

    (School of Business, University of Connecticut, Storrs, Connecticut 06269)

Abstract

User-generated content is increasingly created through the collaborative efforts of multiple individuals. In this paper, we argue that the value of collaborative user-generated content is a function both of the direct efforts of its contributors and of its embeddedness in the content-contributor network that creates it. An analysis of Wikipedia's WikiProject Medicine reveals a curvilinear relationship between the number of distinct contributors to user-generated content and viewership. A two-mode social network analysis demonstrates that the embeddedness of the content in the content-contributor network is positively related to viewership. Specifically, locally central content--characterized by greater intensity of work by contributors to multiple content sources--is associated with increased viewership. Globally central content--characterized by shorter paths to the other collaborative content in the overall network--also generates greater viewership. However, within these overall effects, there is considerable heterogeneity in how network characteristics relate to viewership. In addition, network effects are stronger for newer collaborative user-generated content. These findings have implications for fostering collaborative user-generated content.

Suggested Citation

  • Sam Ransbotham & Gerald C. Kane & Nicholas H. Lurie, 2012. "Network Characteristics and the Value of Collaborative User-Generated Content," Marketing Science, INFORMS, vol. 31(3), pages 387-405, May.
    • Handle: RePEc:inm:ormksc:v:31:y:2012:i:3:p:387-405
    DOI: 10.1287/mksc.1110.0684
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