Andrew T. Stephen

Andrew T. Stephen

Andrew T. Stephen is a researcher in marketing and co-author of a 2013 field experiment on why people post content online.

Who they are

The work of Andrew T. Stephen reaches this site through the paper listed below. On this site the name is tied to Image-Related Utility.

Key papers

Toubia, O., & Stephen, A. T. (2013). Intrinsic vs. image-related utility in social media: Why do people contribute content to Twitter? Marketing Science, 32(3), 368-392. What it reports: A field experiment added followers to some accounts on a microblogging service and compared their posting with a control group; a model then estimated each user's utility. The results fit both intrinsic and image-related motives, with image-related utility larger for most users.

Key ideas

Image-Related Utility: The value a person gets from how sharing shapes other people's view of them, as distinct from enjoying the act itself.

Sources

  1. Toubia, O., & Stephen, A. T. (2013). Intrinsic vs. image-related utility in social media: Why do people contribute content to Twitter? Marketing Science, 32(3), 368-392.