Privilege or equality? A natural experiment with content monetization in social media

UGC creator's video‐generation and program‐participation decisions in the presence of ad‐revenue‐sharing programs

“…Some of the existing studies have focused on ad‐revenue‐sharing programs, a common content monetization strategy applied by online content platforms, dealing with problems such as: (i) how ad‐revenue‐sharing programs affect UGC creators' creation participation (Liu & Feng, 2021) and effort (Sun & Zhu, 2013); (ii) how platforms design efficient ad‐revenue‐sharing programs to encourage creators (Bhargava, 2022; Jain & Qian, 2021). In addition to ad‐revenue‐sharing programs, scholars have also investigated other content monetization programs, including sponsored user‐generated advertising (Martínez‐Navarro & Bigné, 2022) and tipping, which is also known as pay‐what‐you‐want (PWYW) pricing (Geng & Chen, 2022; Lee et al, 2019), generating literature that investigates platform coordination of sponsored UGC (Zhang & Dou, 2023) and the viability of PWYW (Lu et al, 2021; Ma et al, 2022).…”

What Influences Users’ Intention to Share Works in Designer-Driven User-Generated Content Communities? A Study Based on Self-Determination Theory

“…Firstly, a number of studies have focused on identifying the factors that influence UGC, as the sustained development of online platforms largely relies on consistent contributions from users. Research has revealed that factors such as social capital [25][26][27][28][29], audience size [30], financial incentives [29,[31][32][33], identity disclosure [20,34], and the integration of platforms with other social media services play significant roles in determining UGC creation. Secondly, some studies have delved into the characteristics of UGC, such as output, emotional tendencies, and linguistic features [35,36].…”