TY - JOUR
T1 - Cable news wars on the internet
T2 - Competition and user-generated content
AU - Sabnis, Gaurav
AU - Grewal, Rajdeep
N1 - Publisher Copyright:
© 2015 INFORMS.
PY - 2015
Y1 - 2015
N2 - Academics and practitioners alike recognize that user-generated content (UGC), such as blog posts, help not only predict but also boost performance (e.g., sales). However, the role of competition in the UGC domain is not well understood. Building on extant research pertaining to the UGC-performance relationship, the authors document empirical evidence for a relationship between competitor UGC and focal firm performance. Data from a 30-week period describe the viewership of competing cable news shows on Fox News, CNN, and MSNBC during the 7:00 p.m.-9:00 p.m. time slots. They find evidence of a statistically significant relationship between competitor UGC and viewership and of heterogeneity in the direction of these competitive relationships, positive in some time slots and negative in others. The predictive power of UGC for viewership is enhanced by 3% to 5% simply by incorporating competitors' UGC, in addition to a show's own UGC. Thus, the study, as well as formulation of UGC-related marketing strategies, should incorporate competitive relationships.
AB - Academics and practitioners alike recognize that user-generated content (UGC), such as blog posts, help not only predict but also boost performance (e.g., sales). However, the role of competition in the UGC domain is not well understood. Building on extant research pertaining to the UGC-performance relationship, the authors document empirical evidence for a relationship between competitor UGC and focal firm performance. Data from a 30-week period describe the viewership of competing cable news shows on Fox News, CNN, and MSNBC during the 7:00 p.m.-9:00 p.m. time slots. They find evidence of a statistically significant relationship between competitor UGC and viewership and of heterogeneity in the direction of these competitive relationships, positive in some time slots and negative in others. The predictive power of UGC for viewership is enhanced by 3% to 5% simply by incorporating competitors' UGC, in addition to a show's own UGC. Thus, the study, as well as formulation of UGC-related marketing strategies, should incorporate competitive relationships.
KW - Cable news
KW - Competition
KW - Social media
KW - User-generated content
UR - http://www.scopus.com/inward/record.url?scp=84959184887&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84959184887&partnerID=8YFLogxK
U2 - 10.1287/isre.2015.0579
DO - 10.1287/isre.2015.0579
M3 - Article
AN - SCOPUS:84959184887
SN - 1047-7047
VL - 26
SP - 301
EP - 319
JO - Information Systems Research
JF - Information Systems Research
IS - 2
ER -