【2024年1月12日（周五）经济系学术讲座】

题    目：Supporting Content Creators in Two-Sided Markets: Experimental Evidence from a Short Video Platform

嘉    宾：夏天立 PhD Candidate 威斯康星大学麦迪逊分校

主持人：薛沁舒 助理教授 上海交通大学安泰经济与管理学院

时    间：2024 年1月12日（周五）14:00-15:30

地    点：上海交通大学徐汇校区安泰经济与管理学院A303

内容简介：

A few top content creators usually capture most of the impressions on digital platforms, discouraging grassroots users from creating new content and threatening the platform ecology. This is a prevalent dilemma: whether a platform should capitalize on established creators' popular content or promote a diverse array of novice creators' content. I analyze an internal experiment in a short-form video platform to quantify the effects of a support program on novice content creators. While detrimental to viewer experience in the short run, measured by a 2\% decrease in the viewer usage time, the program ultimately led to increased content posting and improved content quality. Furthermore, the combined results suggest that improving content quality could counterbalance the adverse effects on viewer experience within three months, suggesting a pathway for platforms to balance immediate viewer satisfaction with long-term ecosystem health.

演讲人简介：

Tianli is a Ph.D. candidate in the Economics department at the University of Wisconsin at Madison. His primary field of interest is empirical industrial organization. He is also interested in marketing, health economics, and behavioral economics. His research applies tools of empirical IO to topics such as sorting, vertical contracts, and spillovers across policy settings, including pharmaceuticals, transportation, electric vehicles, and digital platforms.