Platform Dynamics, Digitalization, and Societal Impact
(A2025-123957)

AUTHORS

Mimansa Bairathi, University College London; Sebastian Gabel, Rotterdam School of Management; Ann-Kathrin Polenz, University of Mannheim; XIAN GU, Indiana University; Yixing Chen, University of Notre Dame

ABSTRACT

Abstract This special session explores the transformative impact of platform dynamics and digitalization on consumer behavior and societal outcomes. By examining music discovery, retail purchasing, the amplification of minority voices, and the democratization of academic content, the session offers an integrated perspective on how digital platforms drive change in diverse contexts and provides critical insights into the implications for various stakeholders. Social Media, Music Consumption, and Cross-Platform Spillover Effects By Mimansa Bairathi, Anja Lambrecht, and Anita Rao Social media connects users and enables content consumption from various creators, raising concerns about spillover effects across platforms. Some fear social media reduces consumption through profitable channels, while others believe it boosts exposure. We study this in the music industry, using Universal Music’s January 2024 TikTok withdrawal as a quasi-experiment. Using Spotify and Shazam data, our analysis shows Spotify streams of Universal songs fell 2.2% relative to competitors, with Shazam discovery dropping 11.5%, indicating reduced discovery led to the decline. In-Store Coupons: A Large-Scale Field Experiment By Sebastian Gabel, Duncan Simester, and Artem Timoshenko New technologies are revolutionizing CPG promotion, with many retailers using in-store kiosks or mobile apps for coupon distribution. Targeting customers at the bottom of the purchasing funnel, this approach impacts the $430 billion coupon industry. A large-scale field experiment at a German supermarket showed that in-store coupons boosted purchase incidence from 0.71% to 2.12%, generating €31.8 per mille in revenue. Sales increased from brand loyalists, competitor customers, and new category buyers, driven by impulse purchases and category expansion. Online Opinions from Minorities – Who Gets Heard Online? by Ann-Kathrin Polenz, Andreas Bayerl, Asael Sklar, and Florian Kraus Using both secondary data and experimental studies, we show that online opinions provided by members from minority groups are more appreciated (i.e., receive more engagement), which increases their impact. We employ a context-dependent minority definition through name-based inference tools and Computer Vision to extract user demographics from user-generated content. The Impact of Open Access on Book Sales and Downloads: A Field Experiment By Xiaoxi Zhang, Xian Gu, and Lin Lei Open access (OA) offers free digital access to scholarly research, enhancing visibility and accessibility. While OA aims to boost knowledge dissemination, concerns remain about potential revenue loss. This study, using a randomized field experiment with a major U.S. University Press, found that OA increased downloads by 195% but had no significant effect on sales or revenue. However, books by female authors saw slight revenue declines, while others experienced sales gains. OA also increased sales in high-GDP, educated areas but reduced revenue in lower-GDP regions.