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The Ripple Effect of Platform Quality Controls in a Submarket: Evidence from a Secondhand Marketplace

Feng Yu1; Hui Li2; Qiaowei Shen3

1 Monash University · 2 University of Hong Kong · 3 Peking University

Marketing Science 2026

Platform quality controls within a submarket have a positive carryover effect on adopters and a U-shaped spillover effect on nonadopters.

DOI
10.1287/mksc.2024.1228
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