TY - GEN
T1 - "Your action is needed"
T2 - 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015
AU - Zalmanson, Lior
AU - Oestreicher-Singer, Gal
PY - 2015
Y1 - 2015
N2 - Contemporary content websites rely on users' social participation and payments. While previous research focused only on implicit encouragement to participate, we study website-initiated participation (explicit Call to Actions that require users' attention) and its relation to users' contributions. Our study, conducted on a high quality video content website, shows that users who are given such calls donate more money to the website compared with users who are not exposed to them. We also show that even one prompt is enough to increase users' likelihood of voluntarily engaging with the website. Moreover, we show that the sequence of participatory actions is crucial; when the actions are given in increasing order of effort, users tend to donate and participate more than when actions are not. We extend our results by presenting a heterogeneity analysis that shows connection between the number of videos watched by the user and its susceptibility to website-initiated participation.
AB - Contemporary content websites rely on users' social participation and payments. While previous research focused only on implicit encouragement to participate, we study website-initiated participation (explicit Call to Actions that require users' attention) and its relation to users' contributions. Our study, conducted on a high quality video content website, shows that users who are given such calls donate more money to the website compared with users who are not exposed to them. We also show that even one prompt is enough to increase users' likelihood of voluntarily engaging with the website. Moreover, we show that the sequence of participatory actions is crucial; when the actions are given in increasing order of effort, users tend to donate and participate more than when actions are not. We extend our results by presenting a heterogeneity analysis that shows connection between the number of videos watched by the user and its susceptibility to website-initiated participation.
KW - Business models
KW - Content websites
KW - Donation
KW - Freemium
KW - Ladder of participation
KW - Social video
UR - http://www.scopus.com/inward/record.url?scp=85126634532&partnerID=8YFLogxK
U2 - 10.2139/ssrn.2606236
DO - 10.2139/ssrn.2606236
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AN - SCOPUS:85126634532
SN - 9780996683111
T3 - 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015
BT - 2015 International Conference on Information Systems
PB - Association for Information Systems
Y2 - 13 December 2015 through 16 December 2015
ER -