Advertising · Randomized field experiment with econometric analysis of seller responses to alternative user-base disclosures.
Growing Two-Sided Networks by Advertising the User Base: A Field Experiment
Marketing Science · 2010
Summary
Advertising the size/composition of the user base changed seller participation; the effective message depended on which side of the market was being recruited.
For your marketing
Possible founder application
Use as a bounded example of growing two-sided networks by advertising the user base: a field experiment; compare its context and design with your own market before applying its result.
Reported result
What the study found
Advertising the size/composition of the user base changed seller participation; the effective message depended on which side of the market was being recruited.
Research question
What the authors investigated
Growing Two-Sided Networks by Advertising the User Base: A Field Experiment?
Design
Randomized field experiment with econometric analysis of seller responses to alternative user-base disclosures.
Sample and setting
Prospective sellers on a large business-to-business two-sided website.
Scope and transfer
Limitations to keep in view
The experiment concerns one platform and one recruitment decision, so effects may not generalize to other marketplaces, products, or long-run network growth. The accessible publisher page was used for this listing; correction history was not independently checked.
Research sources
Crossref record and publisher DOI landing page identify this as a Marketing Science field experiment; the abstract reports randomized display-format treatments on a B2B website. Publisher page was directly retrieved; detailed full-text methods were not independently verified.