The Effects of Rewarding User Engagement: The Case of Facebook Apps

Claussen, Jörg; Kretschmer, Tobias; Mayrhofer, Philip

doi:10.1287/isre.1120.0467

Cited by 172 publications

(131 citation statements)

References 44 publications

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“…Given the high financial risks involved, the higher level of co-specialization and the resulting hold-up problems (Kretschmer and Reitzig 2013), we expect more interventions by the owner of a complex console such as co-marketing and co-development activities. The extent to which this is the case is an interesting question for future work, not least because we know little about the mechanisms used by platform owners to incentivize investments by complementors besides pricing and installed based mechanisms (Claussen et al 2013;Tiwana 2015).…”

Section: Discussionmentioning

confidence: 99%

Platform Architecture and Quality Trade-offs of Multihoming Complements

Cennamo

Özalp

Kretschmer

2018

Information Systems Research

Self Cite

188

142

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Multihoming -the decision to design a complement to operate on multiple platforms -is becoming increasingly common in many platform markets. Perceived wisdom suggests that multihoming is beneficial for complement providers as they expand their market reach, but it reduces differentiation among competing platforms as the same complements become available on different platforms. We argue that complement providers face tradeoffs when designing their products for multiple platform architectures -they must decide how far to specialize the complement to each platform technological specifications. Because of these tradeoffs, multihoming complements can have different quality performance across platforms. In a study of the US video game industry, we find that multihoming games have lower quality performance on a technologically more complex console than on a less complex one. Also, games designed for and released on a focal platform have lower quality performance on platforms they are subsequently multihomed to. However, games that are released on the complex platform with a delay suffer a smaller drop in quality on complex platforms. This has important implications for platform competition, and for managers considering expanding their reach through multihoming. The logic is that multihoming offers potential additional revenues at limited costs for complementors, implicitly assuming that complements are the same on different platforms. But many platforms are not simple (two-sided) markets enabling transactions; they are also technology infrastructures whose features shape the development of third-party complementary products (Anderson et al. 2014;Gawer 2014, Tiwana et al.2010, Yoo et al. 2010. 2 Complements frequently must be tailored to a platform's core technological functions and interface specifications to take full advantage of its performance (Anderson et al. 2014, Claussen et al. 2015b, Tiwana 2015. In developing for multiple platforms, complementors must decide how far to specialize the complement to one platform (Schilling, 2000, Tiwana 2015, Yoo et al. 2010. We ask how the tradeoffs complementors face when designing products for multiple platforms affect the quality performance of multihoming complements across platforms. , Tiwana et al. 2010, Gawer 2014. As a system comprises the platform and its complements, the effect of platform architecture on both platform performance and complement supply matters for value creation at the system level (Cennamo 2016). the core technology components (e.g., processor cores), and the larger the number of specialized processors requiring a specific programming language for optimal utilization (i.e., no clean interface to handle the interdependencies), the more complex the platform. Complement developers must therefore choose to either use that language to optimally "conform" (Tiwana 2015) to the complex platform's specifications at the expense of integration and performance on other platforms, or to design the complement so it uses the lowest common denominator acr...

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Section: Discussionmentioning

confidence: 99%

Platform Architecture and Quality Trade-offs of Multihoming Complements

Cennamo

Özalp

Kretschmer

2018

Information Systems Research

Self Cite

188

142

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“…Schlagwein and Hu (2016) identify collaboration, broadcast, dialogue, sociability, and knowledge management as the social media types that serve varied organizational purposes. Claussen et al (2013) study Facebook to conclude that social media networks can exercise management not only by excluding participants, but also by driving softer changes in incentive/reward systems.…”

Section: Social Media and Associated Organizational Impactmentioning

confidence: 99%

Advances in Social Media Research: Past, Present and Future

et al. 2017

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Social media comprises communication websites that facilitate relationship forming between users from diverse backgrounds, resulting in a rich social structure. User generated content encourages inquiry and decision-making. Given the relevance of social media to various stakeholders, it has received significant attention from researchers of various fields, including information systems. There exists no comprehensive review that integrates and synthesises the findings of literature on social media. This study discusses the findings of 132 papers (in selected IS journals) on social media and social networking published between 1997 and 2017. Most papers reviewed here examine the behavioural side of social media, investigate the aspect of reviews and recommendations, and study its integration for organizational purposes. Furthermore, many studies have investigated the viability of online communities/social media as a marketing medium, while others have explored various aspects of social media, including the risks associated with its use, the value that it creates, and the negative stigma attached to it within workplaces. The use of social media for information sharing during critical events as well as for seeking and/ or rendering help has also been investigated in prior research. Other contexts include political and public administration, and the comparison between traditional and social media. Overall, our study identifies multiple emergent themes in the existing corpus, thereby furthering our understanding of advances in social media research. The integrated view of the extant literature that our study presents can help avoid duplication by future researchers, whilst offering fruitful lines of enquiry to help shape research for this emerging field.

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“…That means that there is no relationship between the Service (ser) type and the number of shares. This category is omitted from Table 5 The use of applications increases user engagement and improves the reviews of users (Claussen et al, 2013) when the software developer is trusted (Eling et al, 2013). Although applications are crucial mechanisms for the dissemination of content (Eling et al, 2013) (Hinz et al, 2011).…”

Section: Results Of Hypothesis Testsmentioning

confidence: 99%

“…Consequently, third parties could develop the most diverse software and add a dimension of use not covered by the core components of the virtual social network (Claussen, Kretschmer, & Mayrhofer, 2013).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

“Engage and attract me, then I’ll share you”: an analysis of the impact of post category on viral marketing in a social networking site

Almeida

Costa

Limongi

et al. 2016

RBGN

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Purpose -The purpose of this paper is to analyze the impact of different types of content of viral marketing in a popular social networking site. Our research is founded on recent studies which categorize posts on Facebook.Design/methodology/approach -Data for 2583 posts in eight profiles of Brazilian beer brands were coded and analyzed. We used a regression model and Analysis of Variance to establish relationships among independent variables and a dependent variable.Findings -Two hypotheses were supported. There was a positive relationship between posts of the categories Fan and Promotion and Publicity and viral marketing. Posts of the categories Information and Pool did not have any significant effects, and confirmed previous studies which analyzed likes and comments as dependent variables.Originality/value -Previous studies using the platform did not categorize posts created by brand fans/followers. Our typology is a quantitative improvement in relation to studies with similar objectives. Hence, marketers involved with brand management on Facebook should publish posts which promote the brand and reproduce content generated by people engaged with it if they seek to increase the viralization capacity of such posts.

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The Effects of Rewarding User Engagement: The Case of Facebook Apps

Cited by 172 publications

References 44 publications

Platform Architecture and Quality Trade-offs of Multihoming Complements

Platform Architecture and Quality Trade-offs of Multihoming Complements

Advances in Social Media Research: Past, Present and Future

“Engage and attract me, then I’ll share you”: an analysis of the impact of post category on viral marketing in a social networking site

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