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Contributing and socialization – biaxial segmentation for users generatingcontent
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Datum
2009
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Gesellschaft für Informatik e.V.
Zusammenfassung
User generated content is a valuable resource voluntarily provided by a growing number of users. As online and traditional businesses increasingly harness this resource the need for a strategic way to manage users has become apparent. In this paper, we seek to establish a model that applies prior research insights regarding user behaviour to user generated content. Therefore, we develop a strategic segmentation of users who contribute content. Using a biaxial model put forward by Kozinets for the segmentation of consumers and an ordinal scale model by Li and Bernoff, we propose a model to grasp both the degree of social involvement and the intensity of content contribution by users.