Differentiation Strategies in Attention-Poor Environments: The Case of Meta-Platforms
Type
conference paper
Date Issued
2025
Author(s)
Abstract
Hypercompetitive platform markets hampering the comparison between low and high-quality complements risk crowding out high-quality complements. We investigate how the targeted featuring of high-status complementors’ distinguishing quality attributes facilitates attention anchoring on high-quality offerings. We suggest a penalizing effect of high-price complements in grabbing user attention, an attention-grabbing effect for complements of high-status complementors, and an attention-shifting effect from price to quality for high-status complementors facilitating a price-quality comparison. Examining the fashion category of a leading meta-platform, we find empirical support for our predictions. Given our unique empirical setting, we even quantify the attention-shifting effect with premium-featured complementors attenuating the negative baseline effect between complement price and complement attention while luxury-featured complementors amplify it. We contribute to platform research on complementor heterogeneities, governance, and coopetition.
Event Title
Strategic Management Society (SMS) Special Conference
Event Location
Palermo, Italy
Event Date
21-23 May, 2025
Contact Email Address
dora.maric@unisg.ch
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