Archive for the Research Insight Category
Rising to Stardom: What Makes Some User-Generated Content So Popular?
February 1st, 2010What drives the extreme success of selected user-generated content (UGC) while most other content remains forgotten? In this blog post, we report the findings from our research project that aimed to address this question. Within the context of online user-generated video, we traced the pattern of rise to popularity of such content over time and identified the factors that affect the diffusion path of new UGC. In doing so, we provide a mechanism for predicting the success of a UGC at an early stage of the diffusion process. Marketers equipped with such knowledge will then be able to strategically participate in the conversation facilitated through UGC and to better focus their resources on viral content that is likely to affect a larger audience.
Wharton Conference on User-Generated Content Part II
December 21st, 2009This blog series summarizes the research presented at the Wharton conference on user-generated content. This second part describes a research project on a privacy-friendly approach to target advertising. It also discusses the research questions raised by industry participants at the conference.
Wharton Conference on User-Generated Content Part I
December 14th, 2009In between the wedding and my race against the clock to get as much research done as possible before my research leave is over in January, the year 2009 has quietly slipped away and the holiday season is already upon us. First of all, happy holidays! As a gift to my readers, I want to [...]
