Contributing and socialization – biaxial segmentation for users generatingcontent
| dc.contributor.author | Send, Hendrik | |
| dc.contributor.author | Michelis, Daniel | |
| dc.contributor.editor | Erfurth, Christian | |
| dc.contributor.editor | Eichler, Gerald | |
| dc.contributor.editor | Schau, Volkmar | |
| dc.date.accessioned | 2019-02-20T10:21:05Z | |
| dc.date.available | 2019-02-20T10:21:05Z | |
| dc.date.issued | 2009 | |
| dc.description.abstract | 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. | en |
| dc.identifier.isbn | 978-3-88579-242-9 | |
| dc.identifier.pissn | 1617-5468 | |
| dc.identifier.uri | https://dl.gi.de/handle/20.500.12116/20430 | |
| dc.language.iso | en | |
| dc.publisher | Gesellschaft für Informatik e.V. | |
| dc.relation.ispartof | 9th International Conference On Innovative Internet Community Systems I2CS 2011 | |
| dc.relation.ispartofseries | Lecture Notes in Informatics (LNI) - Proceedings, Volume P-148 | |
| dc.title | Contributing and socialization – biaxial segmentation for users generatingcontent | en |
| dc.type | Text/Conference Paper | |
| gi.citation.endPage | 45 | |
| gi.citation.publisherPlace | Bonn | |
| gi.citation.startPage | 36 | |
| gi.conference.date | June 15-17, 2009 | |
| gi.conference.location | Jena | |
| gi.conference.sessiontitle | Regular Research Papers |
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