Network Characteristics and the Value of Collaborative User-Generated Content

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.

• 저널Marketing Science · 31(3) · 387–405
• 토픽Wikis in Education and Collaboration · Communication
• DOI10.1287/mksc.1110.0684
• 저자Sam Ransbotham, Gerald C. Kane, Nicholas H. Lurie