1. What are the contributions in this paper?
The authors show that the entry of a platform competitor leads to higher ( lower ) equilibrium levels of search diversion relative to a monopoly platform when the degree of horizontal differentiation between platforms is intermediate ( low ).. Furthermore, platforms that charge positive ( negative ) access fees to consumers have weaker ( stronger ) incentives to divert search relative to platforms that can not charge such fees.
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2. What is the value expected by consumers from each platform?
The value expected by consumers from each platform results from the combination of search diversion and the advertiser’s affiliation decisions, and it is known at the time price competition for consumers occurs.
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3. What is the net utility of a consumer who is not exposed to product 1?
If the consumer is not diverted, i.e. if she is directly exposed to product 1, then she stops searching immediately and will not be exposed to product 2 (which would yield negative net utility −).
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4. What is the effect of a platform with no revenue from first-party content?
Note that a platform with no revenue from first-party content (1 = 0) corresponds to = +∞, which can be accomodated by the analysis.
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