Contributing and Socialization - Biaxial Segmentation for Users Generating Content

: 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.

• Type: Conference
• Year: 2009
• Where: IICS
• Authors: Hendrik Send, Daniel Michelis
• Keywords: Applied Computing, IICS 2009, Model, Ordinal Scale Model, User Generated Content