People

Customer reviews help communicate product information, but their effectiveness may suffer from selection bias (i.e., depending on factors, such as the individual experience and price, not all consumers may voluntarily write reviews). Consequently, a seller may have to resort to additional means (e.g., signaling through price in the context of an experience good) to convey its quality. This paper develops an analytical model to investigate the interaction of customer reviews and price with the presence of selection bias in marketing an experience good with uncertain quality to consumers. Our analysis reveals the dual roles played by both customer reviews and price in communicating quality information. On one hand, customer reviews may either directly convey product information with unbiased distribution of reviews or…

Media platforms generate revenue by bringing consumers and advertisers together. Although advertisers like to promote their services and products to consumers, consumers dislike advertisements to varying levels. Given heterogeneity in consumers’ dislike for ads, platforms could adopt either a uniform pricing strategy or a tiered pricing strategy for consumers. In this paper, we examine competing media platforms’ equilibrium pricing strategies in the presence of cross-side externalities between consumers and advertisers and their endogenous homing decisions. We find that symmetric platforms may adopt asymmetric pricing strategies in an attempt to focus on different sides of the market and soften interplatform competition if the incremental value that consumers derive from multihoming is large. However, they pursue only…

Publishers face an existential threat from a variety of news aggregators, such as free aggregators (e.g., Google News, Yahoo News), micropayment-facilitating aggregators (e.g., Blendle), and subscription-charging aggregators (e.g., Apple News+). The authors seek to theoretically examine whether publishers can collaborate and compete with the different types of news aggregators and, if so, what pricing and content-sharing strategies publishers should pursue. In the absence of a news aggregator, publishers sell their content as a composite publication; this intensifies interpublisher price competition and hurts publishers’ profits. A free aggregator, however, could help unbundle the articles of a publisher. Moreover, if publishers share articles on the same topic with a free aggregator, they can completely eliminate…

Companies that provide a two-sided platform for users to proactively seek a match face great challenges in increasing matching efficiency and ensuring match quality. This paper examines how information designs can be used to improve matching outcomes when users derive utility from a match's vertical attribute (i.e., quality) and its horizontal attribute (i.e., idiosyncratic fit). We consider a game-theoretic model in which competing senders propose matching requests to competing receivers and users on the two sides are differentiated both horizontally and vertically. We first demonstrate that users' preference for the vertical attribute intensifies competition and hurts matching efficiency, and to avoid competition a sender may switch from a close receiver to a distant receiver even when the weight that he places on a match's…

Some media platforms earn their profits from both consumers and advertisers (e.g., Spotify, Hulu), whereas others earn their profits from either advertisers only (e.g., Jango, Tubi) or consumers only (e.g., Tidal, Netflix). Thus, media platforms adopt divergent strategies depending on how they allocate the limited space or bandwidth between content and advertising. In this paper, we examine media platforms’ content provision strategies and their implications for the profits of media platforms as well as content suppliers, taking into account the cross-side effects of a multisided media market and the nature of competition in the content supplier market. To facilitate the analysis, we propose a model where media platforms interact with three sides: content suppliers, consumers, and advertisers. First, our analysis of a perfectly…

Dr. Du is a marketing scholar interested in researching platform companies. Keen on learning new marketing trends, he looks forward to co-creating knowledge with his students.