Uncovering hidden triggers of user generated content engagement

Social functionality has transformed the world of online news, with sharing via social networks and adding comments to articles creating a new dimension to how people experience current affairs and events.

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...

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