Research

AI, digital platforms, online communities, and causal inference

Overview

My research focuses on how platform design and information rules shape behavior and market outcomes. I combine quasi-experimental designs with scalable measurement (text/image embeddings) to study creator economies, online communities, and marketplaces.

Job Market Paper

Variety and Uniqueness in Online Content: A Multimodal Representation Learning Approach

Authors: Phuc Hung Nguyen; David Schweidel
Status: Under review

Abstract. We build a multimodal representation-learning pipeline to measure content strategy at scale using 5M Instagram posts. Engagement exhibits an inverted-U relationship with diversification, and differentiation benefits smaller creators most. An instrumental-variables design supports a causal interpretation.

Working papers

Selling Certainty, Buying Entry: The Causal Effect of a “No Reserve” Label in Online Auctions

Author: Phuc Hung Nguyen
Status: R&R at Management Science

Using high-dimensional listing data (text and images) and debiased machine learning with repeat-listing fixed effects, I estimate the causal effect of label-based information disclosure in online auctions. The label increases sell-through and unconditional revenue, consistent with increased bidder entry and intensified late bidding.

Beyond Likes: The Impact of Engagement Signal Obfuscation

Authors: Phuc Hung Nguyen; David Schweidel
Status: Working paper

I analyze a platform change allowing creators to hide public like counts and quantify how visibility of engagement metrics affects growth dynamics and content supply. Findings are consistent with reduced herding incentives and heterogeneous effects across account size, with implications for platform design and market outcomes.

Moderation Strategy and Expertise Signaling in an Online Health Consultation Community

Authors: An Nguyen; Arun Rai; Likoebe Maruping; Phuc Hung Nguyen
Status: Working paper

We study expert verification on the r/AskDocs health community. Following verification, engagement and expert citation behavior increase, while language becomes more technical and concise. Results are consistent with verification increasing user trust and shifting participation dynamics in an online advice market.

Publications & proceedings

Innovation Cascades: Amazon Headquarters 2’s Impact on Local Innovation Activities

Authors: An Nguyen; Phuc Hung Nguyen
Venue: PACIS 2024 Proceedings

This paper examines how Amazon’s HQ2 announcement affected local innovation activities, highlighting spatial spillovers and dynamic responses in patenting and related innovation measures.

Work in progress

  • Phuc Hung Nguyen; An Nguyen. Score Visibility, Ranking, and Bandwagon Effects: Regression Discontinuity Evidence from Reddit’s Contest Mode.
  • Phuc Hung Nguyen; An Nguyen. Generative AI and the Demand for In-Person Tutoring: Evidence from Foot Traffic and Spending Data.
  • Phuc Hung Nguyen; An Nguyen. Artist’s Resale Right Enforcement and Creator Earnings on a Digital Marketplace.
  • Phuc Hung Nguyen. AI Localization and Music Discovery: Evidence from Spotify’s Livi.