Writer Loyalty
Study unveils key loyalty drivers affecting Wattpad writers, guiding platform enhancements to boost writer retention and content exclusivity.
Writer Loyalty
Study unveils key loyalty drivers affecting Wattpad writers, guiding platform enhancements to boost writer retention and content exclusivity.
Writer Loyalty
Study unveils key loyalty drivers affecting Wattpad writers, guiding platform enhancements to boost writer retention and content exclusivity.
Project
Applied Research
Qualitative Applied Research
Role
Researcher
Year
2023 - 2024
Situation
In the context of Wattpad's evolving business landscape, shareholder interest was centered on comprehending the factors affecting writer loyalty and the duration of story completion. The challenge was to discern the significance of previously identified deterrents for writers and to measure their impact on writer retention and the pursuit of exclusive contracts. My analysis was designed to provide a nuanced understanding of these irritants within our writer community, enabling strategic decision-making for improving writer support systems and fostering loyalty.
Situation
In the context of Wattpad's evolving business landscape, shareholder interest was centered on comprehending the factors affecting writer loyalty and the duration of story completion. The challenge was to discern the significance of previously identified deterrents for writers and to measure their impact on writer retention and the pursuit of exclusive contracts. My analysis was designed to provide a nuanced understanding of these irritants within our writer community, enabling strategic decision-making for improving writer support systems and fostering loyalty.
Situation
In the context of Wattpad's evolving business landscape, shareholder interest was centered on comprehending the factors affecting writer loyalty and the duration of story completion. The challenge was to discern the significance of previously identified deterrents for writers and to measure their impact on writer retention and the pursuit of exclusive contracts. My analysis was designed to provide a nuanced understanding of these irritants within our writer community, enabling strategic decision-making for improving writer support systems and fostering loyalty.
Task
My task was to orchestrate a six-month longitudinal study to determine the drivers of writer loyalty at Wattpad, employing questionnaires and data analytics to explore the interplay between writer experiences and platform commitment. The study aimed to delineate the factors that underpin story completion rates and the inclination towards exclusivity agreements, with an emphasis on forming retention strategies to nurture writer satisfaction and bolster content exclusivity.
Task
My task was to orchestrate a six-month longitudinal study to determine the drivers of writer loyalty at Wattpad, employing questionnaires and data analytics to explore the interplay between writer experiences and platform commitment. The study aimed to delineate the factors that underpin story completion rates and the inclination towards exclusivity agreements, with an emphasis on forming retention strategies to nurture writer satisfaction and bolster content exclusivity.
Task
My task was to orchestrate a six-month longitudinal study to determine the drivers of writer loyalty at Wattpad, employing questionnaires and data analytics to explore the interplay between writer experiences and platform commitment. The study aimed to delineate the factors that underpin story completion rates and the inclination towards exclusivity agreements, with an emphasis on forming retention strategies to nurture writer satisfaction and bolster content exclusivity.
Identity Exploration
Explored writer demographics to understand loyalty. This involved analyzing age, region, employment, and gender data to see how these factors might influence writers' platform engagement and their likelihood to enter into exclusivity agreements.
Identity Exploration
Explored writer demographics to understand loyalty. This involved analyzing age, region, employment, and gender data to see how these factors might influence writers' platform engagement and their likelihood to enter into exclusivity agreements.
Identity Exploration
Explored writer demographics to understand loyalty. This involved analyzing age, region, employment, and gender data to see how these factors might influence writers' platform engagement and their likelihood to enter into exclusivity agreements.
Incentive Ranking
Identified and prioritized incentives that motivate writers towards exclusivity agreements. Analyzed the effectiveness of various motivational factors such as monetary rewards, brand collaboration opportunities, and editorial support.
Incentive Ranking
Identified and prioritized incentives that motivate writers towards exclusivity agreements. Analyzed the effectiveness of various motivational factors such as monetary rewards, brand collaboration opportunities, and editorial support.
Incentive Ranking
Identified and prioritized incentives that motivate writers towards exclusivity agreements. Analyzed the effectiveness of various motivational factors such as monetary rewards, brand collaboration opportunities, and editorial support.
Trust Assessment
Assessed writers' perceptions of trust, transparency, and fairness in platform algorithms. This was crucial for establishing confidence in the system, which is integral to maintaining a loyal writer base.
Trust Assessment
Assessed writers' perceptions of trust, transparency, and fairness in platform algorithms. This was crucial for establishing confidence in the system, which is integral to maintaining a loyal writer base.
Trust Assessment
Assessed writers' perceptions of trust, transparency, and fairness in platform algorithms. This was crucial for establishing confidence in the system, which is integral to maintaining a loyal writer base.
Sentiment Analysis
Conducted sentiment analysis using Alchemer's ML sentiment tools to gauge writer satisfaction. This involves a statistical examination of survey responses to understand the emotional factors that contribute to writers' decisions to stay with or leave the platform. Alchemer employs the Natural Language Toolkit (NLTK) Valance Aware Dictionary and sEntiment Reasoner (VADER) Sentiment Analysis Package to process and analyze respondents' text responses for sentiment, providing valuable insights into writer satisfaction.
Sentiment Analysis
Conducted sentiment analysis using Alchemer's ML sentiment tools to gauge writer satisfaction. This involves a statistical examination of survey responses to understand the emotional factors that contribute to writers' decisions to stay with or leave the platform. Alchemer employs the Natural Language Toolkit (NLTK) Valance Aware Dictionary and sEntiment Reasoner (VADER) Sentiment Analysis Package to process and analyze respondents' text responses for sentiment, providing valuable insights into writer satisfaction.
Sentiment Analysis
Conducted sentiment analysis using Alchemer's ML sentiment tools to gauge writer satisfaction. This involves a statistical examination of survey responses to understand the emotional factors that contribute to writers' decisions to stay with or leave the platform. Alchemer employs the Natural Language Toolkit (NLTK) Valance Aware Dictionary and sEntiment Reasoner (VADER) Sentiment Analysis Package to process and analyze respondents' text responses for sentiment, providing valuable insights into writer satisfaction.
Strategy Formulation
Formulated retention strategies based on the research findings. Focused on enhancing writer satisfaction through targeted support and incentive programs, aiming to increase exclusive content creation and drive user engagement.
Strategy Formulation
Formulated retention strategies based on the research findings. Focused on enhancing writer satisfaction through targeted support and incentive programs, aiming to increase exclusive content creation and drive user engagement.
Strategy Formulation
Formulated retention strategies based on the research findings. Focused on enhancing writer satisfaction through targeted support and incentive programs, aiming to increase exclusive content creation and drive user engagement.
Result
The research highlighted critical factors influencing writer retention on the platform. Key issues like unmet writing goals, motivational challenges, and plagiarism fears significantly contributed to writers leaving. Furthermore, the struggle with writer's block emerged as a primary cause for delayed story completions. Importantly, the study also underscored the effectiveness of monetary incentives in persuading writers to sign exclusivity agreements. These insights have substantial business implications for the platform, suggesting a need for targeted support strategies to enhance writer satisfaction and retention, and for refining incentive programs to boost exclusive content creation, which can drive platform growth and user engagement.
Result
The research highlighted critical factors influencing writer retention on the platform. Key issues like unmet writing goals, motivational challenges, and plagiarism fears significantly contributed to writers leaving. Furthermore, the struggle with writer's block emerged as a primary cause for delayed story completions. Importantly, the study also underscored the effectiveness of monetary incentives in persuading writers to sign exclusivity agreements. These insights have substantial business implications for the platform, suggesting a need for targeted support strategies to enhance writer satisfaction and retention, and for refining incentive programs to boost exclusive content creation, which can drive platform growth and user engagement.
Result
The research highlighted critical factors influencing writer retention on the platform. Key issues like unmet writing goals, motivational challenges, and plagiarism fears significantly contributed to writers leaving. Furthermore, the struggle with writer's block emerged as a primary cause for delayed story completions. Importantly, the study also underscored the effectiveness of monetary incentives in persuading writers to sign exclusivity agreements. These insights have substantial business implications for the platform, suggesting a need for targeted support strategies to enhance writer satisfaction and retention, and for refining incentive programs to boost exclusive content creation, which can drive platform growth and user engagement.