Posting, Lurking, and Networking: Behaviors and Characteristics of Consumers in the Context of User-Generated Content
Margaret A. Morrison, Hyuk Jun CheongandSally J. McMillan University of Tennessee
One of the most noticeable characteristics of the evolving online environment—often referred to as Web 2.0—is the advent of the online spaces that have enabled consumers to post comments, blog, and interact with other Internet users regarding products and brands. The spaces have been built; the users have come. Some have generated content, and some have read that content. However, beyond demographics, what do we really know about the...