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Dog Eat Dog: Measuring Network Effects Using a Digital Platform Merger

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Listed:
  • Chiara Farronato
  • Jessica Fong
  • Andrey Fradkin

Abstract

Digital platforms are increasingly the subject of regulatory scrutiny. In comparison to multiple competitors, a single platform may increase consumer welfare if network effects are large or may decrease welfare due to higher prices or reduction in platform variety. We study the net effect of this trade-off in the context of the merger between the two largest platforms for pet-sitting services. We exploit variation in pre-merger market shares and a difference-in-differences approach to causally estimate network effects at the platform and market level. We find that consumers are, on average, not substantially better off with a single combined platform than with two separate and competing platforms. On one hand, users of the acquiring platform benefited from the merger because of network effects. On the other hand, users of the acquired platform experienced worse outcomes. Our results highlight the importance of platform differentiation even when platforms enjoy network effects.

Suggested Citation

  • Chiara Farronato & Jessica Fong & Andrey Fradkin, 2020. "Dog Eat Dog: Measuring Network Effects Using a Digital Platform Merger," NBER Working Papers 28047, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:28047
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    Cited by:

    1. Bruno Jullien & Alessandro Pavan & Marc Rysman, 2021. "Two-sided markets, pricing, and network effects," Post-Print hal-03828345, HAL.
    2. Shumpei Goke & Gabriel Y. Weintraub & Ralph Mastromonaco & Sam Seljan, 2021. "Bidders' Responses to Auction Format Change in Internet Display Advertising Auctions," Papers 2110.13814, arXiv.org, revised Jan 2022.
    3. Fabrizio Ciotti & Lars Hornuf & Eliza Stenzhorn, 2021. "Lock-In Effects in Online Labor Markets," CESifo Working Paper Series 9379, CESifo.
    4. Kazakova, E. & Sandomirskaia, M. & Suvorov, A. & Khazhgerieva, A. & Shavshin, R., 2023. "Platforms, online labor markets, and crowdsourcing. Part 1. Traditional online labor market," Journal of the New Economic Association, New Economic Association, vol. 60(3), pages 120-148.
    5. Daniel Björkegren, 2022. "Competition in network industries: Evidence from the Rwandan mobile phone network," RAND Journal of Economics, RAND Corporation, vol. 53(1), pages 200-225, March.
    6. Daniel Bjorkegren, 2020. "Competition in Network Industries: Evidence from the Rwandan Mobile Phone Network," Working Papers 2020-04, Brown University, Department of Economics.
    7. Husiatyński, Maciej, 2021. "Three essays on individual behavior and new technologies," Other publications TiSEM 1a7d7036-3d54-4a7b-a425-e, Tilburg University, School of Economics and Management.
    8. John Horton, 2021. "The Ruble Collapse in an Online Marketplace: Some Lessons for Market Designers," Papers 2104.06170, arXiv.org.
    9. Jing Chen & Xing Wan & Jing Yang, 2023. "Superstar effects in a platform-based local market: The role of customer usage of online-to-offline platforms and spatial agglomeration," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-16, December.

    More about this item

    JEL classification:

    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • L12 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Monopoly; Monopolization Strategies
    • L41 - Industrial Organization - - Antitrust Issues and Policies - - - Monopolization; Horizontal Anticompetitive Practices
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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