2026-09-19T00:27:22Zhttps://dspace.mit.edu/server/oai/requestoai:dspace.mit.edu:1721.1/395242022-01-13T07:54:52Zcom_1721.1_7582com_1721.1_7581col_1721.1_131023
Catherine Tucker.
Kelm, James (James Samuel)
Sloan School of Management.
Sloan School of Management
2007-11-16T14:17:27Z
2007-11-16T14:17:27Z
2007
2007
http://hdl.handle.net/1721.1/39524
173992555
Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2007.
Includes bibliographical references (leaf 20).
Two-sided platforms aggregating user generated content have become increasingly common on the Internet, as highlighted by the recent emergence of two knowledge markets connecting user submitted questions with user generated answers. An experiment with marketing messages was run on Google to determine which side of a knowledge market offered stronger benefits. Advertising performed poorly on both sides, but led to an unexpected finding: site content, once indexed by search engines, resulted in an order of magnitude more traffic and more user conversions than search engine advertising. This finding suggested that optimal growth strategies for user generated content properties on the Internet focus on maximizing content reach, increasing production of content on the site, and acquiring new content.
James Kelm.
M.B.A.
24 leaves
eng
Massachusetts Institute of Technology
M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.
http://dspace.mit.edu/handle/1721.1/7582
Sloan School of Management.
Two-sided user generated content platforms on the Internet : optimal strategies for growth
Thesis
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