标题： 测量社交媒体网络效应 显示英文标题

标题： Measuring Social Media Network Effects

摘要： 我们使用具有代表性的、激励相容的在线选择实验，涉及19,923名美国Facebook、Instagram、LinkedIn和X用户，以提供对数字经济中本地网络效应的首次大规模实证测量。 我们的分析显示，社交媒体平台的价值平均为每位消费者每月$78 to $101美元，其中20-34%的价值由本地网络效应解释。 我们还发现1）在Facebook和Instagram上，强关系更有价值，而在LinkedIn和X上，弱关系更有价值；2）通过工作认识的联系在LinkedIn上最有价值，在Facebook上最没有价值，正在寻找工作的人比不在寻找工作的人更重视LinkedIn，而更不重视Facebook；3）男性在社交媒体上对女性的联系价值显著高于对其他男性的联系价值，尤其是在Instagram、Facebook和X上，而女性对男性和女性的联系价值是相等的；4）白人消费者在Facebook上对其他白人消费者的联系价值显著高于对非白人消费者的联系价值，而在Instagram上，与18岁或以下的联系人相比，其他年龄组的联系价值显著更低——这两种模式在其他平台上均未出现。 仅在美国，社交媒体平台每年单独产生的消费者剩余约为$53B and $215B美元。 这些结果表明，社交媒体产生了显著的价值，本地网络效应驱动了其中相当大一部分的价值，并且这些效应在不同平台、消费者和联系之间存在差异。 显示英文摘要

摘要： We use representative, incentive-compatible online choice experiments involving 19,923 Facebook, Instagram, LinkedIn, and X users in the US to provide the first large-scale, empirical measurement of local network effects in the digital economy. Our analysis reveals social media platform value ranges from $78 to $101 per consumer, per month, on average, and that 20-34% of that value is explained by local network effects. We also find 1) stronger ties are more valuable on Facebook and Instagram, while weaker ties are more valuable on LinkedIn and X; 2) connections known through work are most valuable on LinkedIn and least valuable on Facebook, and people looking for work value LinkedIn significantly more and Facebook significantly less than people not looking for work; 3) men value connections to women on social media significantly more than they value connections to other men, particularly on Instagram, Facebook and X, while women value connections to men and women equally; 4) white consumers value relationships with other white consumers significantly more than they value relationships with non-white consumers on Facebook while, on Instagram, connections to alters eighteen years old or younger are valued significantly more than any other age group-two patterns not seen on any other platforms. Social media platforms individually generate between $53B and $215B in consumer surplus per year in the US alone. These results suggest social media generates significant value, local network effects drive a substantial fraction of that value and that these effects vary across platforms, consumers, and connections.