More than the Quantity: The Value of Editorial Reviews for UGC Platform
主讲人：Dr.Zheng Jinyang，普渡大学
主持人：黄鹂强 博士，浙大yl23411永利
时 间：2019年7月1日，上午10:00—11:30
地 点：浙江大学紫金港校区yl23411永利行政楼1002会议室
摘 要：
In this work, we study the impact of an editorial review program where a review platform supplements the user-generated content (UGC) on its website with editorial reviews that are written by the platform. Specifically, we quantify whether and how platform-generated content (i.e., editorial reviews) influences subsequent UGC (i.e., online reviews) in terms of the topics covered, sentiment and readability. We obtain a natural experiment on a restaurant review platform in Asia, during which an editorial review program is launched. Our findings suggest that platform-generated content has a positive net effect on subsequent UGC in general: reviewers not only post more reviews for restaurants that have editorial reviews but also tend to write longer on average and cover more review topics by resembling editorial reviews.
主讲人简介：
Jinyang Zheng is an assistant professor of management at Krannert School of Management, Purdue University. His research applies microeconometrics, causal inference, and machine learning to quantitatively investigate the transformative impact of information technology in transportation network, online two-sided market, mobile commerce, social media, and user-generated content. He received his Ph.D. in business administration from the University of Washington, Seattle, in 2017.
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