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Measuring, Classifying and Predicting Prosumption Behavior in Social Media
Unformatted Document Text:  Social Media Prosumption     23    A main finding of this study is to demonstrate the importance of content and production device ownership in predicting the likelihood of prosumption. As long as content and production resources are not evenly distributed in society, not all voices will be heard. Those with production devices and content resources are likely to dominate in social media. But as income and education differences were insignificant among prosumer types, those who are avid news media and online users will set the agenda in the social media world. Prosumption is conducive to consumption of social media, as shown in the strong positive predictive power of prosumption proclivity on social media use across both general population and college students. The substantial number of Enthusiasts shows that many heavy consumers of social media are producing lots of content as well. Prosumption proclivity, in particular, is much stronger as a facilitator of consumption than participation or production intensity especially among college students. Hence a site which tries to maximize consumption or exposure time should offer a variety of prosumption opportunities allowing consumers to post different contents such as comments, reviews, blogs, videos and pictures rather than just one type of content. Despite the presence of the large number of non-active prosumers, those 22% in the combined sample (Contributors and Enthusiasts) who actively produce content can generate great impact on the others. The large quantity of content that is being produced in social media may increase the switching cost for the audience at large. They have to screen out the good and the bad in the many social media pages. The short format of social media and jumping from one link to another to find the most useful information can result in shallow thinking – superficial knowledge rather than in-depth understanding of the subject matter (Carr 2010).

Authors: Ha, Louisa. and Yun, Gi Woong.
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Social Media Prosumption
 
 
23 
 
A main finding of this study is to demonstrate the importance of content and production 
device ownership in predicting the likelihood of prosumption. As long as content and production 
resources are not evenly distributed in society, not all voices will be heard. Those with 
production devices and content resources are likely to dominate in social media. But as income 
and education differences were insignificant among prosumer types, those who are avid news 
media and online users will set the agenda in the social media world.      
Prosumption is conducive to consumption of social media, as shown in the strong 
positive predictive power of prosumption proclivity on social media use across both general 
population and college students. The substantial number of Enthusiasts shows that many heavy 
consumers of social media are producing lots of content as well. Prosumption proclivity, in 
particular, is much stronger as a facilitator of consumption than participation or production 
intensity especially among college students. Hence a site which tries to maximize consumption 
or exposure time should offer a variety of prosumption opportunities allowing consumers to post 
different contents such as comments, reviews, blogs, videos and pictures rather than just one type 
of content. 
Despite the presence of the large number of non-active prosumers, those 22% in the 
combined sample (Contributors and Enthusiasts) who actively produce content can generate 
great impact on the others. The large quantity of content that is being produced in social media 
may increase the switching cost for the audience at large. They have to screen out the good and 
the bad in the many social media pages.  The short format of social media and jumping from one 
link to another to find the most useful information can result in shallow thinking – superficial 
knowledge rather than in-depth understanding of the subject matter (Carr 2010).      


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