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How Do Peer Awards Motivate Creative Content? Experimental Evidence from Reddit

Author

Listed:
  • Gordon Burtch

    (Questrom School of Business, Boston University, Boston, Massachusetts 02215)

  • Qinglai He

    (Wisconsin School of Business, University of Wisconsin-Madison, Madison, Wisconsin 53706)

  • Yili Hong

    (C.T. Bauer College of Business, University of Houston, Houston, Texas 77204)

  • Dokyun Lee

    (Questrom School of Business, Boston University, Boston, Massachusetts 02215)

Abstract

We theorize peer awards’ effects on the volume and novelty of creative user-generated content (UGC) produced at online platform communities. We then test our hypotheses via a randomized field experiment on Reddit, wherein we randomly and anonymously assigned Reddit’s Gold Award to 905 users’ posts over a two-month period. We find that peer awards induced recipients to make longer, more frequent posts and that these effects were particularly pronounced among newer community members. Further, we show that recipients were causally influenced to engage in greater (lesser) exploitation (exploration) behavior, producing content that exhibited significantly greater textual similarity to their own past (awarded) content. However, because the effects were most pronounced among new community members, who also produce content that, in general, is systematically more novel than that of established members to begin with, this process yields a desirable outcome: larger volumes of generally novel UGC for the community.

Suggested Citation

  • Gordon Burtch & Qinglai He & Yili Hong & Dokyun Lee, 2022. "How Do Peer Awards Motivate Creative Content? Experimental Evidence from Reddit," Management Science, INFORMS, vol. 68(5), pages 3488-3506, May.
    • Handle: RePEc:inm:ormnsc:v:68:y:2022:i:5:p:3488-3506
    DOI: 10.1287/mnsc.2021.4040
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    References listed on IDEAS

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    2. Guy Aridor & Rafael Jiménez-Durán & Ro'ee Levy & Lena Song, 2024. "The Economics of Social Media," CESifo Working Paper Series 10934, CESifo.
    3. Jiao, Hao & Wang, Lindong & Yang, Jifeng, 2023. "Standing head and shoulders above others? Complementor experience-based design and crowdfunding success on digital platforms," Technovation, Elsevier, vol. 128(C).

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