|
on Marketing |
|
Issue of 2025–03–31
two papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Moehring, Alex |
| Abstract: | Digital platforms increasingly curate their content through personalized algorithmic feeds. Platforms have an incentive to promote content that increases the predicted engagement of each user to lift advertising revenues. This paper studies how ranking content to maximize engagement affects the credibility of news content with which users engage. In addition, I evaluate how the ranking algorithm itself can be designed to promote engagement with high-credibility content. Using data from the Reddit politics community, I exploit a novel discontinuity in the ranking algorithm to identify the causal effect of a post's rank on the number of comments it receives. I use this discontinuity to identify a model of user comment decisions and estimate the credibility of news content that users engage with under a personalized engagement-maximizing algorithm. The personalized engagement-maximizing algorithm exacerbates differences in the credibility of news content with which users engage. I then evaluate a credibility-aware algorithm that explicitly promotes credible news publishers and find the platform can substantially increase the share of engagement with high-credibility publishers for a small reduction in total engagement. These findings suggest algorithmic interventions can be a useful tool for managers to balance engagement quantity and content quality. |
| Date: | 2024–01–31 |
| URL: | https://d.repec.org/n?u=RePEc:osf:osfxxx:8yuwe_v1 |
| By: | Deer, Lachlan (Tilburg University); Adler, Susanne Jana (Ludwig-Maximilians-University Munich); Datta, Hannes; Mizik, Natalie; Sarstedt, Marko (Ludwig-Maximilians-University Munich) |
| Abstract: | The open science paradigm has gained prominence in marketing as researchers seek to enhance the validity, reliability, and transparency of research methods and findings. Journals and institutions increasingly encourage or require open science practices, and many authors have started to adapt to and meet these new research and publishing expectations. We provide guidance for the effective implementation of open science practices in empirical marketing research across each subdiscipline, tailored to the unique methodological approaches and challenges inherent to their specific research contexts. Successful integration of these practices into academic marketing research will require concerted and collaborative efforts among authors, journals, institutions, and funding agencies. We argue that the gradual, thoughtful adoption of these principles and practices will improve the quality and efficiency of scientific discovery. |
| Date: | 2024–02–21 |
| URL: | https://d.repec.org/n?u=RePEc:osf:osfxxx:f7a8c_v1 |