Uncovering hidden triggers of user generated content engagement

Christian Kugel,Joseph Blechman
AOL, USA
Curtis Frazier
Probit 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 focused on purely social networking sites. The reality is that there are numerous other genres of sites, from news to music, enhanced by social networking and community functionality.