Analysing the Effects of Paid Subscriptions on User Engagement in Social Media Platforms A Sentiment Analysis Approach
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Keywords
Paid Subscriptions, User Engagement, Revenue Growth, Social Media, Sentiment Analysis
Abstract
This study investigates the effects of paid subscriptions on revenue and user engagement on social media platforms, focusing on Instagram. By leveraging Network Externality Theory, Customer Engagement Theory, and Uses and Gratifications Theory, the research explores how paid subscriptions impact network effects, user base growth, and emotional and behavioural engagement. A longitudinal analysis of 146,942 Instagram comments reveals a predominantly positive sentiment towards paid subscriptions, with users expressing high levels of appreciation and satisfaction. The study identifies key themes such as positive engagement, content quality and constructive feedback. Findings suggest that paid subscriptions enhance platform attractiveness and user interaction, driving increased engagement and revenue growth. This research provides valuable insights for platform developers and content creators, highlighting the importance of continuous monitoring and responsiveness to user feedback.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Yavuz Selim Balcioğlu, Doğuş University, Türkiye
Yavuz Selim Balcıoğlu is an accomplished academic affiliated with Doğuş University. His research interests lie primarily in the fields of strategic management, organizational behavior, and human resource management. Balcıoğlu has made significant contributions to understanding the dynamics of leadership, organizational culture, and performance management within various organizational contexts. He is particularly known for his work on the impact of cultural and contextual factors on organizational practices and outcomes. Balcıoğlu's scholarly output includes numerous articles published in reputable journals, reflecting his active engagement with both theoretical and practical aspects of management science. His work is highly cited, underscoring its influence and relevance in the academic community.
Yelda Özkoçak, Doğuş University,Türkiye
Yelda ÖZKOÇAK began her education at Anadolu Communication High School and completed the associate degree program in R-TV Broadcasting. She earned her bachelor's degree in 2007 from Istanbul University's Radio, Television, and Cinema program, followed by her master's degree in 2009, and her Ph.D. in 2013 from Istanbul University's Social Sciences Institute in the same field. Between 2001 and 2009, she held significant roles in the cinema and television industry, gaining extensive experience during this period.
In 2009, ÖZKOÇAK embarked on her academic career, obtaining the title of Associate Professor in 2018 and the title of Professor in 2023. Since 2018, she has been serving as the Vice-Rector at Doğuş University. She has actively participated in numerous national and international conferences, symposiums, and seminars and has shared her expertise through four books and numerous academic publications. Her research interests encompass a wide range of topics, including television programs, gender studies, Turkish Cinema, and audio-visual editing, making significant contributions to these fields through her in-depth research and scholarly work.
Yağmur Gümüşboğa, Istanbul Beykent University, Türkiye
Yağmur GÜMÜŞBOĞA completed her high school education in the Journalism department of Tuncay Azaphan Anadolu Communication Vocational High School. After receiving her associate degree in Photography and Camerawork from Kocaeli University's Hereke Vocational School, she continued her undergraduate studies in the Economics program at Anadolu University. She completed her master's degree in the Communication Arts and Design Department at Beykent University and is currently pursuing her Ph.D. in Journalism at Istanbul University. Concurrently, she continues her academic career as a research assistant in the Media and Communication program at Istanbul Beykent University's Faculty of Communication. GÜMÜŞBOĞA's research focuses on political communication, and she has published national and international articles and book chapters. Her work significantly contributes to the fields of communication and political communication.
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