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Measuring, Classifying and Predicting Prosumption Behavior in Social Media
Unformatted Document Text:  Social Media Prosumption     24    The prosumption proclivity and prosumtpion index which we proposed are some ways to measure the most common prosumption activities. They encompass the most common prosumption activities. But as technologies advances, there will be other type of activities that may need to be added in the future. Our conceptualization of prosumption as a spectrum allows variation in production and consumption level for future studies of social media or user- generated content. Limitations of the Study and Suggestions for Future Research The main drawback of the study is that it is only limited to a sample in Northwest Ohio. Nonetheless, unlike most general surveys which have either general population only or college students only, this survey covered both types of populations and contrasted the differences in these two populations. Researchers and policy-makers need to be careful in interpreting data using different populations. The findings of this study can serve as a reference for future studies for comparison and testing the measures. A national sample will help generalize the findings of this study. The prosumption behavior examined in this study is not-site specific and does not specifically compare text-oriented prosumption versus visual or video. We also did not measure the skill level of the audience in editing software. As we discussed earlier, text prosumption is easier with much fewer resources needed than audio or video prosumption. Future studies can do some site comparisons to determine the impact of content format (e.g., video vs. text) on prosumption behavior.

Authors: Ha, Louisa. and Yun, Gi Woong.
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Social Media Prosumption
 
 
24 
 
The prosumption proclivity and prosumtpion index which we proposed are some ways to 
measure the most common prosumption activities.  They encompass the most common 
prosumption activities.  But as technologies advances, there will be other type of activities that 
may need to be added in the future. Our conceptualization of prosumption as a spectrum allows 
variation in production and consumption level for future studies of social media or user-
generated content. 
Limitations of the Study and Suggestions for Future Research 
The main drawback of the study is that it is only limited to a sample in Northwest Ohio. 
Nonetheless, unlike most general surveys which have either general population only or college 
students only, this survey covered both types of populations and contrasted the differences in 
these two populations.  Researchers and policy-makers need to be careful in interpreting data 
using different populations.  The findings of this study can serve as a reference for future studies 
for comparison and testing the measures. A national sample will help generalize the findings of 
this study.     
  The prosumption behavior examined in this study is not-site specific and does not 
specifically compare text-oriented prosumption versus visual or video.  We also did not measure 
the skill level of the audience in editing software.  As we discussed earlier, text prosumption is 
easier with much fewer resources needed than audio or video prosumption.  Future studies can 
do some site comparisons to determine the impact of content format (e.g., video vs. text) on 
prosumption behavior. 


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