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Digital Social Visibility, Anonymity and User Content Generation: Evidence from Natural Experiments

Author

Listed:
  • Ni Huang

    (Temple University, Fox School of Business, 1801 Liacouras Walk, Philadelphia, PA 19122)

  • Yili Hong

    (Arizona State University, W. P. Carey School of Business, 400 E Lemon St, Tempe, AZ 85287)

  • Gordon Burtch

    (University of Minnesota, Carlson School of Management, 321 19th Ave. S., Room 3-368, Minneapolis, MN, 55455)

Abstract

This study examines how changes in digital social visibility (or conversely, anonymity) can affect the characteristics of user-generated content (volume and linguistic features). We consider natural experiments at two leading online review websites (Yelp.com and TripAdvisor.com), wherein each was integrated with Facebook. Constructing a unique panel dataset of online reviews for a matched set of restaurants across the two review sites, we estimate a multi-treatment difference-in-differences (DID) model to assess the impact of increased digital social visibility (decreased anonymity). We find that integration with Facebook (and thus greater digital social visibility) increased the volume of user-generated content and consumers’ use of affective language processes, while simultaneously decreasing their use of cognitive language processes and controversial language (e.g., sexually explicit, negative and abrasive words). We discuss the implication of these results as they relate to the creation of a civil, sustainable online social platforms for user generated content.

Suggested Citation

  • Ni Huang & Yili Hong & Gordon Burtch, 2015. "Digital Social Visibility, Anonymity and User Content Generation: Evidence from Natural Experiments," Working Papers 15-04, NET Institute.
    • Handle: RePEc:net:wpaper:1504
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    File URL: http://www.netinst.org/Huang_Hong_Burtch_15-04.pdf
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    References listed on IDEAS

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    2. Hoyer, B. & van Straaten, D., 2022. "Anonymity and self-expression in online rating systems—An experimental analysis," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 98(C).

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    More about this item

    Keywords

    Natural experiment; text analytics; online reviews; linguistic characteristics; digital social visibility; social network integration; anonymity; difference-in-differences;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General

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