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Measuring, Classifying and Predicting Prosumption Behavior in Social Media
Unformatted Document Text:  Social Media Prosumption     2    Measuring, Classifying and Predicting Prosumption Behavior in Social Media ABSTRACT This paper compares college students’ and general population’s prosumption behavior in social media and proposes a set of measures of prosumption in online media settings with special emphasis on social media including a prosumption index which can be used in future studies on prosumption. We classify prosumption behavior in a quadrant of four main types along the two dimensions of production and consumption. A polarized trend of prosumption was observed. The mass media is probably the entity most affected by the Internet technology and serves as one of the best examples for prosumption in the digital age. Not only can media content, the product of mass media, be totally digitized; but also the media content can be delivered to the audience via the Internet directly without other intermediaries. The rise of social media such as Facebook further revolutionized the business of content provision as these web 2.0 applications transformed individuals to be producers of content in an easily accessible format to its more than 500 million users (Facebook 2011 ) . Social media compete for advertising revenues as well as the audience’s time with other mass media. Hence it is crucial for marketers and researchers to understand the nature of such a changing role of the audiences and the degree of involvement of audiences in the production and consumption of content in social media. Prosumption is a socio-economic concept and phenomenon referring to both production and consumption of goods. In the contexts of social media, prosumption concept can be easily applied because users can choose to assume both roles as a producer and a consumer of media content. This study demonstrates that media content, as an intellectual product, is conducive to

Authors: Ha, Louisa. and Yun, Gi Woong.
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Social Media Prosumption
 
 
 
Measuring, Classifying and Predicting Prosumption Behavior in Social Media 
ABSTRACT 
 
This paper compares college students’ and general population’s prosumption behavior in social 
media and proposes a set of measures of prosumption in online media settings with special 
emphasis on social media including a prosumption index which can be used in future studies on 
prosumption. We  classify prosumption behavior in a quadrant of four main types along the two 
dimensions of production and consumption. A polarized trend of prosumption was observed.
  
 
 
The mass media is probably the entity most affected by the Internet technology and 
serves as one of the best examples for prosumption in the digital age.  Not only can media 
content, the product of mass media, be totally digitized; but also the media content can be 
delivered to the audience via the Internet directly without other intermediaries. The rise of social 
media such as Facebook further revolutionized the business of content provision as these web 2.0 
applications transformed individuals to be producers of content in an easily accessible format to 
its more than 500 million users (Facebook 2011
)
.  Social media compete for advertising revenues 
as well as the audience’s time with other mass media.  Hence it is crucial for marketers and 
researchers to understand the nature of such a changing role of the audiences and the degree of 
involvement of audiences in the production and consumption of content in social media.  
Prosumption is a socio-economic concept and phenomenon referring to both production 
and consumption of goods. In the contexts of social media, prosumption concept can be easily 
applied because users can choose to assume both roles as a producer and a consumer of media 
content. This study demonstrates that media content, as an intellectual product, is conducive to 


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