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http://dx.doi.org/10.13088/jiis.2022.28.1.001

The Role of Content Services Within a Firm's Internet Service Portfolio: Case Studies of Naver Webtoon and Google YouTube  

Choi, Jiwon (Graduate School of Business, Seoul National University)
Cho, Wooje (Graduate School of Business, Seoul National University)
Jung, Yoonhyuk (School of Media and Communication, Korea University)
Kwon, YoungOk (Division of Business Administration, Sookmyung Women's University)
Publication Information
Journal of Intelligence and Information Systems / v.28, no.1, 2022 , pp. 1-28 More about this Journal
Abstract
In recent years, many Internet giants have begun providing their own content services, which attract online users by offering personalized services based on artificial intelligence technologies. This study investigates the role of two firms' content services within the firms' online service network. We examine the role of Naver Webtoon, which can be characterized as a professional-generated content, within Naver's service portfolio, and that of Google YouTube, which can be characterized as a user-generated content, within Google's service portfolio. Using survey data on viewers' use of the two services, we analyze a valued directed service network, where a node denotes an online service and a relationship between two nodes denotes a sequential use of two services. We found that both Webtoon and YouTube show higher out-degree centrality than in-degree centrality, which implies these content services are more likely to be starting services rather than arriving services within the firms' interactive network. The gap between the out-degree and in-degree centrality of YouTube is much smaller than that of Webtoon. The high centrality of YouTube, a user-generated content service, within the Google service network shows that YouTube's initial role of providing specific-content videos (e.g., entertainment) has expanded into a general search service for users.
Keywords
content service; service portfolio; demand-side synergy; network effects; social network analysis;
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