Editing Business model (section)

==== Impacts of platform business models ====
[[José van Dijck|Jose van Dijck]] (2013) identifies three main ways that media platforms choose to monetize, which mark a change from traditional business models.<ref>{{Cite book|title=The culture of connectivity : a critical history of social media|last=Dijck, José van.|date=2013|publisher=Oxford University Press|isbn=978-0-19-997079-7|location=Oxford|oclc=839305263}}</ref> One is the [[Subscription business model|subscription model]], in which platforms charge users a small monthly fee in exchange for services. She notes that the model was ill-suited for those "accustomed to free content and services", leading to a variant, the [[freemium]] model. A second method is via advertising. Arguing that traditional advertising is no longer appealing to people used to "user-generated content and social networking", she states that companies now turn to strategies of customization and personalization in [[targeted advertising]]. Eric K. Clemons (2009) asserts that consumers no longer trust most commercial messages;<ref>{{Cite journal|last=Clemons|first=Eric K.|date=2009|title=Business Models for Monetizing Internet Applications and Web Sites: Experience, Theory, and Predictions|journal=Journal of Management Information Systems|language=en|volume=26|issue=2|pages=15–41|doi=10.2753/MIS0742-1222260202|s2cid=33373266|issn=0742-1222}}</ref> Van Dijck argues platforms are able to circumvent the issue through personal recommendations from friends or [[influencers]] on social media platforms, which can serve as a more subtle form of advertisement. Finally, a third common business model is [[Data monetization|monetization of data]] and metadata generated from the use of platforms.