嘉  宾：Meilin Gu PhD. Candidate 清华大学

主持人：刘佳璐 助理教授 开云网页登录 安泰经济与管理学院

时  间：2024年12月9日（周一）9:30-11:00

地  点：开云网页登录 徐汇校区安泰楼A305

内容简介:

The loyalty of fan communities to content creators significantly impacts stakeholders on user-generated content (UGC) platforms. Notably, major UGC platforms exhibit varying stances on creators‘ cultivation of fan loyalty. For instance, Douyin (the Chinese version of TikTok) hinders creators from building robust fan followings, while Kuaishou (another major UGC platform in China) takes active measures to encourage and support creators in cultivating fan loyalty on its platform. This stark contrast has sparked an ongoing debate about the role of UGC platforms in the cultivation of fan loyalty. In this paper, using a game-theoretic model, we explore the optimal strategies embraced by platforms in managing creators‘ cultivation of fan loyalty and their implications for key stakeholders. Our findings challenge the conventional wisdom that suggests UGC platforms should always facilitate creators in cultivating fan loyalty, as such assistance may sometimes hurt the platforms. Furthermore, our study generates meaningful implications by providing guidelines for UGC platforms to strategically manage creators‘ cultivation of fan loyalty and for creators to balance their efforts between cultivating fan loyalty and enhancing content quality.

演讲人简介：

Meilin Gu is a Ph.D. Candidate in Information Systems at School of Economics and Management, Tsinghua University. Her research centers on the economics of information systems, with a particular focus on digital platforms, including user-generated content platforms, app platforms, digital game platforms, generative AI platforms, and non-fungible token (NFT) platforms. Meilin‘s work primarily leverages analytical modeling to derive insights, and her research has been published in top-tier journals, such as Information Systems Research. She has also received multiple awards and nominations at leading conferences, including INFORMS, WITS, and WISE.

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