Send, HendrikMichelis, DanielErfurth, ChristianEichler, GeraldSchau, Volkmar2019-02-202019-02-202009978-3-88579-242-9https://dl.gi.de/handle/20.500.12116/20430User 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.enText/Conference Paper1617-5468