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 classical businesses increasingly harness this resource the need for strategic handling of the users arises. In this paper, we seek for a model that allows applying prior research insights on user behaviour to user generated content. Therefore, we develop a strategic segmentation of users who contribute content. Using a biaxial model brought 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.

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