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Despite the prevalence of ICPs\u2019 content monetization, empirical research has rarely studied its underlying mechanism. This paper examines how the characteristics of free content contributed by ICPs on social media platforms influence their paid content sales, focusing on the perspective of human brand.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The empirical setting is an online knowledge exchange platform, where users are allowed to provide free content (e.g. answers) on the social media platform and launch paid content (e.g. lectures) on the e-commerce platform. A machine learning technique is employed to construct measures for the characteristics of free content, and fixed-effects estimation is presented to confirm which factors have a significant influence on the sales of paid content.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The empirical results show that the quality, diversity and expertness of free content have a significant positive impact on the sales of the ICP-paid content, with the brand popularity of ICP playing a mediating role.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study is the first attempt to demystify the relationship between content contribution and ICPs\u2019 content monetization from the perspective of human brand. The findings validate the effectiveness of the \u201cSelling by Contribution\u201d strategy and provide valuable insights for ICPs and social media platforms.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-05-2023-0354","type":"journal-article","created":{"date-parts":[[2024,4,15]],"date-time":"2024-04-15T14:46:16Z","timestamp":1713192376000},"page":"25-53","source":"Crossref","is-referenced-by-count":2,"title":["Selling by contributing: the\u00a0monetization strategy of individual content providers in the\u00a0light of human brand"],"prefix":"10.1108","volume":"35","author":[{"given":"Sha","family":"Zhou","sequence":"first","affiliation":[]},{"given":"Yaqin","family":"Su","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6340-3606","authenticated-orcid":false,"given":"Muhammad Aamir","family":"Shahzad","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9953-4237","authenticated-orcid":false,"given":"Zhengchi","family":"Liu","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2024,4,16]]},"reference":[{"key":"key2025012006434491400_ref001","doi-asserted-by":"publisher","first-page":"557","DOI":"10.1016\/j.jbusres.2018.07.008","article-title":"Authenticity under threat: when social media influencers need to go beyond self-presentation","volume":"117","year":"2020","journal-title":"Journal of Business Research"},{"issue":"6","key":"key2025012006434491400_ref002","doi-asserted-by":"publisher","first-page":"1173","DOI":"10.1037\/0022-3514.51.6.1173","article-title":"The moderator\u2013mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations","volume":"51","year":"1986","journal-title":"Journal of Personality and Social Psychology"},{"key":"key2025012006434491400_ref003","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2021.102585","article-title":"Building influencers' credibility on Instagram: effects on followers' attitudes and behavioral responses toward the influencer","volume":"61","year":"2021","journal-title":"Journal of Retailing and Consumer Services"},{"key":"key2025012006434491400_ref004","first-page":"993","article-title":"Latent dirichlet\u00a0allocation","volume":"3","year":"2003","journal-title":"Journal of Machine Learning Research"},{"key":"key2025012006434491400_ref005","doi-asserted-by":"publisher","first-page":"199","DOI":"10.1016\/j.chb.2019.09.015","article-title":"The effects of the standardized Instagram disclosure for micro-and meso-influencers","volume":"103","year":"2020","journal-title":"Computers in Human Behavior"},{"issue":"4","key":"key2025012006434491400_ref006","doi-asserted-by":"publisher","first-page":"637","DOI":"10.1017\/s0140525x00064955","article-title":"The Bowlby-Ainsworth attachment theory","volume":"2","year":"1979","journal-title":"Behavioral and Brain Sciences"},{"issue":"5","key":"key2025012006434491400_ref007","doi-asserted-by":"publisher","first-page":"2065","DOI":"10.1287\/mnsc.2016.2715","article-title":"Stimulating online reviews by combining financial incentives and social norms","volume":"64","year":"2018","journal-title":"Management Science"},{"issue":"5","key":"key2025012006434491400_ref008","doi-asserted-by":"publisher","DOI":"10.1016\/j.im.2019.103264","article-title":"What drives the sales of paid knowledge products? 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