Motivating User-Generated Content with Performance Feedback: Evidence from Randomized Field Experiments

• Published in: Management science Vol. 65; no. 1; pp. 327 - 345
• Main Authors: Huang, Ni, Burtch, Gordon, Gu, Bin, Hong, Yili, Liang, Chen, Wang, Kanliang, Fu, Dongpu, Yang, Bo
• Format: Journal Article
• Language: English
• Published: Linthicum INFORMS 01.01.2019; Institute for Operations Research and the Management Sciences
• Subjects: Altruism; Analysis; Content management; Cooperation; Crowdsourcing; Egoism; Feedback; Feedback (Psychology); Feedback control systems; gender; Individualism; Intervention; performance feedback; randomized field experiment; social value orientation theory; Social values; User generated content; Value orientations; China

We design a series of online performance feedback interventions that aim to motivate the production of user-generated content (UGC). Drawing on social value orientation (SVO) theory, we develop a novel set of alternative feedback message framings, aligned with cooperation (e.g., your content benefit...