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DESCRIPTION:Dennis Zhang\n\nAssociate Professor of Supply Chain\, Operation
 s\, and Technology & Associate Professor Marketing\n	Olin School of Busines
 s\, Washington University St. Louis\n\nThe Impact of Recommender Systems o
 n Content Consumption and Production: Evidence from Field Experiments and 
 Structural Modeling\n\nDate: Friday\, September 20\, 2024\n	Time: 10:00 - 1
 1:00 am\n	Location: Bronfman Building\, Room 310\n\n\nAbstract\n\nOnline co
 ntent-sharing platforms such as TikTok and Facebook have become integral t
 o daily life\, leveraging complex algorithms to recommend user-generated c
 ontent (UGC) to other users. While prior research and industry efforts hav
 e primarily focused on designing recommender systems to enhance users' con
 tent consumption\, the impact of recommender systems on content production
  remains understudied. To address this gap\, we conducted a randomized fie
 ld experiment on one of the world's largest video-sharing platforms. We ma
 nipulated the algorithm's recommendation of creators based on their popula
 rity\, excluding a subset of highly popular creators' content from being r
 ecommended to the treatment group. Our experimental results indicate that 
 recommending content from less popular creators led to a significant 1.34%
  decrease in video-watching time but a significant 2.71% increase in the n
 umber of videos uploaded by treated users. This highlights a critical trad
 e-off in designing recommender systems: popular creator recommendations bo
 ost consumption but reduce production. To optimize recommendations\, we de
 veloped a structural model wherein users' choices between content consumpt
 ion and production are inversely affected by recommended creators' popular
 ity. Counterfactual analyses based on our structural estimation reveal tha
 t the optimal strategy often involves recommending less popular content to
  enhance production\, challenging current industry practices. Thus\, a bal
 anced approach in designing recommender systems is essential to simultaneo
 usly foster content consumption and production.\n
DTSTART:20240920T140000Z
DTEND:20240920T150000Z
LOCATION:Room 310\, Bronfman Building\, CA\, QC\, Montreal\, H3A 1G5\, 1001
  rue Sherbrooke Ouest
SUMMARY:Management Science Research Centre (MSRC) Seminar
URL:/desautels/channels/event/management-science-resea
 rch-centre-msrc-seminar-359656
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