If the rewards are elevated, although, so are the dangers. The platform’s proprietor might dilute its model id (and gross sales) by giving third events an excessive amount of entry to its neighborhood, as we noticed with the platform-as-guide mannequin. On the similar time, it faces the dangers related to the platform-as-canvas strategy that encourages direct interactions amongst customers. As an example, on model platforms that enable customers to have interaction in freewheeling dialog, it’s not unusual for somebody to ask for opinions on different merchandise—which generally ends in glowing testimonials for a competitor.
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