Impact of Monetary Rewards on Users’ Behavior in Social Media

Yutaro Usui; Fujio Toriumi; Toshiharu Sugawara

doi:10.1007/978-3-030-93409-5_52

Impact of Monetary Rewards on Users’ Behavior in Social Media

Yutaro Usui^*, Fujio Toriumi, Toshiharu Sugawara

^*Corresponding author for this work

School of Fundamental Science and Engineering

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

1 Citation (Scopus)

Abstract

This paper investigates the impact of monetary rewards on behavioral strategies and the quality of posts in consumer generated media (CGM). In recent years, some CGM platforms have introduced monetary rewards as an incentive to encourage users to post articles. However, the impact of monetary rewards on users has not been sufficiently clarified. Therefore, to investigate the impact of monetary rewards, we extend the SNS-norms game, which models SNSs based on the evolutionary game theory, by incorporating the model of monetary rewards, the users’ preferences for them, and their efforts for article quality. The results of the experiments on several types of networks indicate that monetary rewards promote posting articles but significantly reduce the article quality. Particularly, when the value of the monetary reward is small, it significantly reduces the utilities of all the users owing to a decrease in quality. We also found that individual user preferences for monetary rewards had a clear difference in their behavior.

Original language	English
Title of host publication	Complex Networks and Their Applications X - Proceedings of the 10th International Conference on Complex Networks and Their Applications COMPLEX NETWORKS 2021
Editors	Rosa Maria Benito, Chantal Cherifi, Hocine Cherifi, Esteban Moro, Luis M. Rocha, Marta Sales-Pardo
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	632-643
Number of pages	12
ISBN (Print)	9783030934088
DOIs	https://doi.org/10.1007/978-3-030-93409-5_52
Publication status	Published - 2022
Event	10th International Conference on Complex Networks and Their Applications, COMPLEX NETWORKS 2021 - Madrid, Spain Duration: 2021 Nov 30 → 2021 Dec 2

Publication series

Name	Studies in Computational Intelligence
Volume	1015
ISSN (Print)	1860-949X
ISSN (Electronic)	1860-9503

Conference

Conference	10th International Conference on Complex Networks and Their Applications, COMPLEX NETWORKS 2021
Country/Territory	Spain
City	Madrid
Period	21/11/30 → 21/12/2

Keywords

Consumer generated media
Monetary reward
Public goods game
Social media
Social network service

ASJC Scopus subject areas

Artificial Intelligence

Access to Document

10.1007/978-3-030-93409-5_52

Cite this

Usui, Y., Toriumi, F., & Sugawara, T. (2022). Impact of Monetary Rewards on Users’ Behavior in Social Media. In R. M. Benito, C. Cherifi, H. Cherifi, E. Moro, L. M. Rocha, & M. Sales-Pardo (Eds.), Complex Networks and Their Applications X - Proceedings of the 10th International Conference on Complex Networks and Their Applications COMPLEX NETWORKS 2021 (pp. 632-643). (Studies in Computational Intelligence; Vol. 1015). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-030-93409-5_52

Impact of Monetary Rewards on Users’ Behavior in Social Media. / Usui, Yutaro; Toriumi, Fujio; Sugawara, Toshiharu.
Complex Networks and Their Applications X - Proceedings of the 10th International Conference on Complex Networks and Their Applications COMPLEX NETWORKS 2021. ed. / Rosa Maria Benito; Chantal Cherifi; Hocine Cherifi; Esteban Moro; Luis M. Rocha; Marta Sales-Pardo. Springer Science and Business Media Deutschland GmbH, 2022. p. 632-643 (Studies in Computational Intelligence; Vol. 1015).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Usui, Y, Toriumi, F & Sugawara, T 2022, Impact of Monetary Rewards on Users’ Behavior in Social Media. in RM Benito, C Cherifi, H Cherifi, E Moro, LM Rocha & M Sales-Pardo (eds), Complex Networks and Their Applications X - Proceedings of the 10th International Conference on Complex Networks and Their Applications COMPLEX NETWORKS 2021. Studies in Computational Intelligence, vol. 1015, Springer Science and Business Media Deutschland GmbH, pp. 632-643, 10th International Conference on Complex Networks and Their Applications, COMPLEX NETWORKS 2021, Madrid, Spain, 21/11/30. https://doi.org/10.1007/978-3-030-93409-5_52

Usui Y, Toriumi F, Sugawara T. Impact of Monetary Rewards on Users’ Behavior in Social Media. In Benito RM, Cherifi C, Cherifi H, Moro E, Rocha LM, Sales-Pardo M, editors, Complex Networks and Their Applications X - Proceedings of the 10th International Conference on Complex Networks and Their Applications COMPLEX NETWORKS 2021. Springer Science and Business Media Deutschland GmbH. 2022. p. 632-643. (Studies in Computational Intelligence). doi: 10.1007/978-3-030-93409-5_52

Usui, Yutaro ; Toriumi, Fujio ; Sugawara, Toshiharu. / Impact of Monetary Rewards on Users’ Behavior in Social Media. Complex Networks and Their Applications X - Proceedings of the 10th International Conference on Complex Networks and Their Applications COMPLEX NETWORKS 2021. editor / Rosa Maria Benito ; Chantal Cherifi ; Hocine Cherifi ; Esteban Moro ; Luis M. Rocha ; Marta Sales-Pardo. Springer Science and Business Media Deutschland GmbH, 2022. pp. 632-643 (Studies in Computational Intelligence).

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abstract = "This paper investigates the impact of monetary rewards on behavioral strategies and the quality of posts in consumer generated media (CGM). In recent years, some CGM platforms have introduced monetary rewards as an incentive to encourage users to post articles. However, the impact of monetary rewards on users has not been sufficiently clarified. Therefore, to investigate the impact of monetary rewards, we extend the SNS-norms game, which models SNSs based on the evolutionary game theory, by incorporating the model of monetary rewards, the users{\textquoteright} preferences for them, and their efforts for article quality. The results of the experiments on several types of networks indicate that monetary rewards promote posting articles but significantly reduce the article quality. Particularly, when the value of the monetary reward is small, it significantly reduces the utilities of all the users owing to a decrease in quality. We also found that individual user preferences for monetary rewards had a clear difference in their behavior.",

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