Content Monetization and Preview Design (
2018 )
Assistant Professor Dai Yao
:
Marketing
Many firms and individuals generate content online and offer them to consumers in a specific fashion: Besides the main content, they also produce samples or previews. Interested consumers will further consume the main content.
Recently, pay-what-you-want (PWYW) has emerged as a new and popular monetisation method both in the offline world (e.g., entrance fee to museums, performances, etc.) and in cyberspace (e.g., live streaming). By PWYW, consumers are given the autonomy to set the price (including zero price) they want to pay for the products.
By studying the WeChat Media Platform, this research uses a combination of difference-in-difference and structural empirical models to understand key issues regarding content monetisation and preview design. For instance, we examine how previews should be designed when PWYW becomes trendy, and the potential substitutions between different monetisation methods for content providers.