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When Product Markets Become Collective Traps: The Case of Social Media

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  • Leonardo Bursztyn
  • Benjamin R. Handel
  • Rafael Jimenez
  • Christopher Roth

Abstract

Individuals might experience negative utility from not consuming a popular product. With such externalities to non-users, standard consumer surplus measures, which take aggregate consumption as given, fail to appropriately capture consumer welfare. We propose an approach to account for these externalities and apply it to estimate consumer welfare from two social media platforms: TikTok and Instagram. Incentivized experiments with college students indicate positive welfare based on the standard measure, but negative welfare when accounting for these non-user externalities. Our findings highlight the existence of product market traps, where large shares of active users prefer each platform not to exist.

Suggested Citation

  • Leonardo Bursztyn & Benjamin R. Handel & Rafael Jimenez & Christopher Roth, 2023. "When Product Markets Become Collective Traps: The Case of Social Media," NBER Working Papers 31771, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:31771
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    Cited by:

    1. Ingar Haaland & Christopher Roth & Stefanie Stantcheva & Johannes Wohlfart, 2024. "Measuring What Is Top of Mind," CEBI working paper series 24-10, University of Copenhagen. Department of Economics. The Center for Economic Behavior and Inequality (CEBI).
    2. Guy Aridor & Rafael Jiménez-Durán & Ro'ee Levy & Lena Song, 2024. "The Economics of Social Media," CESifo Working Paper Series 10934, CESifo.
    3. Guy Aridor & Rafael Jiménez-Durán & Ro'ee Levy & Lena Song, 2024. "Experiments on Social Media," CESifo Working Paper Series 11275, CESifo.
    4. Ruben Enikolopov & Maria Petrova & Gianluca Russo & David Yanagizawa-Drott, 2024. "Socializing Alone: How Online Homophily Has Underminded Social Cohesion in the US," CESifo Working Paper Series 11375, CESifo.

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    More about this item

    JEL classification:

    • D62 - Microeconomics - - Welfare Economics - - - Externalities
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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