Two-sided markets in the online world [Elektronische Ressource] : an empirical analysis / Thomas Hildebrand. Gutachter: Lars-Hendrik Röller ; Jörg Rocholl

Two-Sided Markets in the Online WorldAn Empirical AnalysisDISSERTATIONzur Erlangung des akademischen GradesDr. rer. pol.im Fach Wirtschaftswissenschafteneingereicht an derWirtschaftswissenschaftlichen FakultätHumboldt-Universität zu BerlinvonDipl.-Volksw. Thomas Hildebrandgeb. am 06.04.1981 in BerlinPräsident der Humboldt-Universität zu Berlin:Prof. Dr. Jan-Hendrik OlbertzDekan der Wirtschaftswissenschaftlichen Fakultät:Prof. Oliver Günther, Ph.D.Gutachter:1. Prof. Lars-Hendrik Röller, Ph.D.2. Prof. Jörg Rocholl, Ph.D.eingereicht am: 14.03.2011Tag der mündlichen Prüfung: 16.06.2011To my family and Steffi.AbstractThis dissertation investigates various aspects of two-sided markets – markets withat least two distinct user groups each of which exerts inter-group network effects onthe other side – in the online world.In the first paper, I examine the interactions between the traditional (offline)demand channels and the new (online) demand channels in the German magazinesindustry, focusing in particular on the link between offline and online advertising.I find that offline and online advertising are substitutes although not perfect ones.This explains the shift from offline to online advertising observed in recent years.In the second paper, I develop a semi-structural approach to identify networkeffects on two-sided monopoly platforms without data on prices and quantities.