Uncovering hidden triggers of user generated content engagement
Christian Kugel,Joseph BlechmanAOL, USACurtis FrazierProbit Research, USA
Introduction
The Internet has transformed news and user generated content (UGC) creation and consumption into a fully democratic and global activity in which there are few constraints. Entire communities are now constructed based solely on shared interests/beliefs, with geographic proximity no longer a necessary trait.
While motivations for UGC creation have received significant exploration, the other half of the puzzle – motivations for consumption of UGC – has received much less attention. Furthermore, the creation of UGC has been largely...