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One fundamental value proposition of every digital platform is to facilitate transactions between two or more stakeholders. Active user engagement is therefore a crucial success factor for platforms to thrive, grow and establish a competitive network. This paper delves into the topic of platform engagement on content-and-review platforms by using Google Maps as a research tool. Applying a qualitative approach, a descriptive analysis of local business entities’ data on Google Maps is elaborated, focusing particularly on engagement activities in the conjunction of business-owners and end-users. The findings suggest that under-, over-, and non-engagement are less desirable for local business entities. Following a practice-oriented discussion, strategic pathways are proposed to leverage business value from platform engagement activities.

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Content-And-Review Platform Engagement of End-Users and Local Businesses – An Explorative Analysis Based on Google Maps Data

  • 会议论文

  • 发表日期：

    2025年

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  • Lukas R. G. Fitz,
  • Jochen Scheeg

摘要

One fundamental value proposition of every digital platform is to facilitate transactions between two or more stakeholders. Active user engagement is therefore a crucial success factor for platforms to thrive, grow and establish a competitive network. This paper delves into the topic of platform engagement on content-and-review platforms by using Google Maps as a research tool. Applying a qualitative approach, a descriptive analysis of local business entities’ data on Google Maps is elaborated, focusing particularly on engagement activities in the conjunction of business-owners and end-users. The findings suggest that under-, over-, and non-engagement are less desirable for local business entities. Following a practice-oriented discussion, strategic pathways are proposed to leverage business value from platform engagement activities.