Balancing Brand Safety and User Engagement in a Two-Sided Market: An Analysis of Content Monetization on Reddit-Reference-Cited by-同舟云学术

Balancing Brand Safety and User Engagement in a Two-Sided Market: An Analysis of Content Monetization on Reddit

Published:2024-01-31 Issue:2 Volume:45 Page:242-256
ISSN:1064-1734
Container-title:Journal of Current Issues & Research in Advertising
language:en
Short-container-title:Journal of Current Issues & Research in Advertising

Author:

Vargo Chris J.¹,Hopp Toby¹,Agarwal Pritha¹

Affiliation:

1. College of Media, Communication and Information, University of Colorado Boulder, Boulder, Colorado, USA

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/10641734.2023.2301621

Reference39 articles.

1. Aaron M. 2010. “IAB Networks & Exchanges Committee Develops Guidelines and Proposes Compliance Program.” IAB. https://www.iab.com/news/iab-networks-exchanges-committee-develops-guidelines-proposes-compliance-program/

2. The Moderating Role of Commitment on the Spillover Effect of Marketing Communications

3. Investigating Toxicity Across Multiple Reddit Communities, Users, and Moderators

4. The “Nasty Effect:” Online Incivility and Risk Perceptions of Emerging Technologies

5. Barwick R. 2022. “Reddit’s Advertising Policy Seems to Differ from Subreddit to Subreddit.” Marketing Brew. https://www.marketingbrew.com/stories/2022/07/19/reddit-s-advertising-policy-seems-to-differ-from-subreddit-to-subreddit

Cited by 1 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth;Psychology & Marketing;2024-08-19