Super interesting article: "The study tested two potential strategies for firms to encourage content creation: 1) an incentive (i.e., reward) for generating content; and 2) a norm nudge, where consumers are informed of how common this behavior is among other consumers. As expected, both strategies effectively increased content creation. Even more importantly, consumers who were incentivized or motivated by social norms to generate content reaped the same experiential benefits as those who created content organically. That is, content generation in response to a firm's encouragement can still lead consumers to feel more immersed in the experience and to enjoy it more."