Frontiers: Does Carrying News Increase Engagement with Non-News Content on Social Media Platforms?
Marketing Science · 2025 · Volume 44 · Issue 4
Abstract
The rapid growth of online news aggregators has intensified the debate over whether they should compensate news publishers for redistributing news content. Regulators worldwide are working to develop policies that balance the interests of both parties. However, there is limited understanding of the impact of carrying news on news aggregators, especially on their non-news content. Our research fills this gap by examining the impact of news on non-news user engagement and content generation on Facebook. We utilize a natural experiment—the Facebook Australia news shutdown in 2021—and apply a difference-in-differences approach to quantify these effects. We find that, in the short run, both user engagement and content generation of non-news content on Facebook decreased after the news shutdown. Moreover, the effects were more pronounced for non-news posts with negative sentiment and higher popularity as well as for non-news accounts that are more socially active, experienced, and verified. These results highlight the positive spillover effects of news on non-news content and provide timely and relevant insights for regulators, news publishers, social media platforms that carry news, and content creators on social media platforms. History: Olivier Toubia served as the senior editor. This paper was accepted through the Marketing Science : Frontiers review process. Funding and Competing Interests: All authors certify that they have no affiliation with or involvement in any organization or entity with any financial interest or nonfinancial interest in the subject matter or materials discussed in this paper. The authors have no funding to report. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mksc.2024.0993 .
Keywords
news publishers, news aggregators, social media, user engagement, user-generated content, difference-in-differences
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